JNTO: Magic Sakura

Objective

The Japan National Tourism Organization sought to inspire travel to Australia during the cherry blossom season by creating an engaging digital experience that would convert casual social media users into future travelers. The campaign aimed to strengthen JNTO's digital presence and database while celebrating the iconic sakura—one of Japan's most anticipated cultural moments for international visitors.

Solution

Circul8 developed an HTML5 playable game deployed on Facebook with tamagotchi-inspired mechanics and origami-influenced visual design. Players grew and nurtured their own virtual sakura tree by collecting lanterns placed on its branches and earning points through sustained engagement. The grand prize—a trip to Japan—was awarded to players who collected 50 lanterns, creating a high-value incentive. The social distribution strategy leveraged the research-backed crossover between the target demographic and casual gaming communities on Facebook.

Results

The campaign reached 4 million people, with 3,000+ organic players engaging within the first days. Players spent an average of 17+ minutes per session. The campaign drove significant growth in JNTO's Facebook fan base and Instagram followers.