KIRIN DREAM RACE

Objective

Kirin, a major Japanese beverage brand, sought to create an innovative interactive marketing experience that merged physical racing with online player participation. The campaign aimed to drive engagement through a hybrid real-world and digital experience where consumers could influence the outcome of live races via social media interactions.

Solution

Players engaged with a browser-based interactive racing game where physical "bottle car" vehicles competed in real-time races. The game featured obstacle-laden tracks and a novel social-first mechanic: players shared content on SNS (Japanese social networks) to power up their vehicle with energy boosts. The campaign operated on a specific daily schedule (12pm-22pm Japan time) and combined live-action racing footage with interactive gaming elements, requiring players to navigate challenges to reach the finish line.

Results

Not published.