Electronic Arts Case study DANTE RAMEN by Frontage

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DANTE RAMEN

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Industry Video Games/Consoles
Media Case study
Market Japan
Agency Frontage
Creative Director Takeo Nakazawa
Art Director Takeshi Oketani
Released March 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: ELECTRONIC ARTS
Product/Service: DANTE'S INFERNO
Agency: FRONTAGE
Date of First Appearance: Mar 21 2010
Creative Director: Takeo Nakazawa (FRONTAGE)
Promotion Director: Saichiro Tanaka (FRONTAGE)
Art Director: Takeshi Oketani (FRONTAGE)
Agency Producer: Yoshi Suzuki (FRONTAGE)
Account Executive: Makoto Nakazawa (FRONTAGE)
Media placement: Poster - Game Store And Ramen Restaurant - 1 March 2010
Media placement: Flier - Game Store And Ramen Restaurant - 1 March 2010
Media placement: Mobile Website - Yahoo / Google - 20 March 2010

Describe the campaign/entry
DANTE'S INFERNO is EA's ultimate action adventure game, based on DANTE'S "The Divine Comedy".
However, this poem is not well-known in Japan, in fact, there is an overwhelming lack of recognition.
So we collaborated with the hugely popular hot and spicy ramen restaurant, Nakamoto and turned ramen into a promotional medium for the first time ever. The ramen was sold for a limited time of one month, in nine Nakamoto branches, where people got the chance to experience the 9 levels of hell with our special ramen noodle and bowl.

Describe how the campaign/entry was launched across each channel in the order of implementation
We produced a special ramen that embodies DANTE'S INFERNO'S hell in collaboration with the hugely popular hot ramen restaurant, Nakamoto. The ramen was sold for a limited time of one month, in nine Nakamoto branches.
As you drink the soup, words that refer to the 9 levels of hell gradually appear. When every last drop is consumed, a QR code allowing people to access a special mobile website appears.

Give some idea of how successful this campaign/entry was with both client and consumer
As well as our event being featured on national TV and major mass media outlets, it received over 10,000 personal blogs and tweets.
YouTube videos of the event reached 11,000 views in a month.
Approximately 3,200 bowls of DANTE RAMEN were sold in a week.
And finally, approximately 150,000 games were sold in the first week.