Чихо: "Телепорт в Чихо" - сюжетный плейс с интерактивами и офлайн связью

Objective

Chiho, a ramen brand targeting younger audiences, aimed to create an engaging safe gaming space that deepens emotional brand connection and converts online engagement into offline merchandise redemption. The campaign sought to build brand community through interactive gameplay and social content sharing.

Solution

An immersive narrative-driven experience that transitions players from grayscale 'mundane reality' through a virtual portal (noodle box) into a vibrant branded world. The game features multiple themed interactive rooms including meditation space, rice zone with brand mascot, merchandise corridor, and prophecy chamber. Players earn daily in-game currency ('chihoins' with randomized amounts), purchase virtual skins redeemable for offline merchandise, and share content through a prediction tree generating inspirational messages. An obstacle course final challenge offers meal and beverage rewards upon in-person verification.

Results

The campaign achieved 4,500+ visits to the branded virtual world with a 7-minute average session duration. Players converted virtual skins into offline merchandise rewards, creating a bridge between digital engagement and physical product fulfillment.