MANY Promo, Case study MIXI XMAS by Mixi/inc.

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Industry Website, Public awareness
Media Promo & PR, Case study
Market Japan
Agency Mixi/inc.
Director Ryoko Sawayama
Copywriter Masayoshi Boku
Designer Miyako Ueki, Kaori Sato
Producer Daisuke Suda
Released December 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MANY
Agency: MIXI
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: MIXI , Tokyo, JAPAN
Entry URL:
Account Executive: Takefumi Nitta (Mixi)
Producer: Daisuke Suda (Mixi)
Technical Director: Kenichiro Tanaka (Bascule)
Director: Ryoko Sawayama (Bascule)
Art Director: Kaori Sato (Bascule)
Designer: Kaori Sato (Bascule)
Designer: Miyako Ueki (Bascule)
Sound Designer: Shojiro Nakaoka (Bascule)
Copywriter: Masayoshi Boku (Bascule)
Programmer: Harry Kitajima (Bascule)
Programmer: Kazuhisa Maekawa (Bascule)
Media placement: Social application - mixi Xmas - 7 December 2009

Results and Effectiveness
It took only 17days to gain 1 million participating users. 1,027,863 people enjoyed playing “mixi Xmas” application. 2,283,785 entries for the prize. 2,283,785 opinions about prize (products) collected, which greatly contributed to finding consumer insight.

Creative Execution
There were three creative strategies behind “mixi Xmas”. The first strategy was to use Christmas as a theme, an effective way to draw user’s attention. The second strategy was to display brand/product as Christmas gift, thus creating a positive and precious image. The third strategy was to not push the brand/product. By focusing on entertaining users, we created long-lasting relationship with millions of users. Also, there were three schemes for user engagement. The first scheme was to limit the number of actions a user can take for a day. This made users check into the game every day. The second scheme was to place “lucky bell”. If a friend rang your “lucky bell”, you and your friend’s likeliness to win the prize increases, which gives you a reason to ask your friends to join. The third scheme was to prepare many variations of stockings, thus motivating users to continue playing “mixi Xmas”.

Insights, Strategy & the Idea
The goal of promotion was to gain awareness of brands and to nurture positive atmosphere around them. The solution for this goal was to make an engaging social application, a social game, called “mixi Xmas”, an application celebrating Christmas, an event loved by majority of mixi users.