V Energy Tokyo Fury
- Brand
- V Energy Drink
- Year
- 2013
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Soap Creative Australia
Objective
V Energy partnered with 20th Century Fox to launch a branded gaming campaign coinciding with The Wolverine film release in 2013. The campaign aimed to reach and engage V Energy's core younger demographic (18-24 year-olds) through an interactive gaming experience while promoting the new V Graphite flavor, merging digital gaming with traditional touchpoints including cinema, point-of-sale, and sampling activations.
Solution
Tokyo Fury was a web-based platformer game where players controlled Wolverine, running, jumping, sliding, and slashing through Tokyo's rooftops. The game featured three distinct game modes designed for replayability, in-game leaderboards, and can code integration for prize entries. Social features included YouTube video uploads and Facebook integration. The game was distributed across online gaming portals, cinema partnerships, point-of-sale displays, and live sampling events, creating both digital and experiential touchpoints for brand engagement.
Results
The 8-week campaign achieved 4.4 million total gameplays. The Tokyo Fury Live event reached 75,000 people in 12 hours, with players defeating 38,659 ninjas, winning 4,250 V Energy cans, and capturing 368 recorded battles. The campaign earned recognition as FWA Site of the Day (August 2014), ADMA Creative Campaign Finalist (2014), and AIMIA Best Cross Platform Finalist (2014).
