Subaru Legacy: "MY MIXI GP" Promo / PR Ad by PYRAMID FILM QUADRA

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: FUJI HEAVY INDUSTRIES
Product/Service: LEGACY OUTBACK - CAR
Agency: PYRAMID FILM QUADRA
Date of First Appearance: Jul 6 2009 12:00AM
Entrant Company: PYRAMID FILM QUADRA, Tokyo, JAPAN
Entry URL: http://www.pfq.co.jp/awards/mymixigp/en/index.html
Client Supervisor: Yo Suzuki (Fuji Heavy Industries)
Communication Planner: Junichiro Yamada (Asatsu-DK)
Creative Director: Hiroo Kida (Asatsu-DK)
Account Executive: Yoshitsugu Takahashi (Asatsu-DK)
Media Planner: Taka Kamimura　 (ADK Interactive)
Media Producer: Akihiro Fukui (Mixi)
Media Producer: Seitaro Kihara (Mixi)
Producer: Mitsugu Ishida (Pyramid Film Quadra)
Art Director: Yuki Sakurai (Metamosphere)
Director: Shiro Fukuo (Pyramid Film Quadra)
Production Manager: Jun Ishikawa (Pyramid Film Quadra)
Planner: Tadaaki Kamiya (Pyramid Film Quadra)
Technical Director: Sasaki Nagi (Nagi)
Technical Director: Ken Ariga (Mixi)
Technical Developer: Minoru Sako (Minsak)
Programmer: Ukyo Maeda (Mixi)
Programmer: Keisuke Amaya (Mixi)
Programmer: Shigemasa Akiyama (Mixi)
Programmer: Yoshio Imagawa (Mixi)
Sound Designer: Shojiro Nakaoka (Bitztream)
Media placement: SNS - mixi - 06/07/2009

Describe the objective of the promotion.
This is a new social game to create big linkage by many friends.

Describe how the promotion developed from concept to implementation
The championship team succeeded in connecting 27,000 friends. 350,000 people participated in this game in two months. All users could watch the SUBARU car on their lines(roads).

Describe the success of the promotion with both client and consumer including some quantifiable results
The sales increased by 51% from the last year.

Explain why the method of promotion was most relevant to the product or service
We set it up in SNS -mixi- that has almost all youths in Japan. It was to attract interest of the youths. It was advantageous so as to tempt a lot of friends.