DAIICHI SHOKAI Promo, Case study THE MATRIX HACK by Dentsu Inc. Tokyo

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Industry Games
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Yasushi Ishikawa
Creative Director Yasuharu Sasaki
Art Director Shinya Seino, Shin Takeuchi
Copywriter So George Sugitomo
Released January 2010

Credits & Description

Category: Best Use of Online Advertising
Agency: DENTSU
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://interactive-salaryman.com/pieces/mtx_e/
Creative Director: Yasuharu Sasaki (Dentsu)
Art Director: Shinya Seino (Dentsu)
Copywriter: George So Sugitomo (Dentsu)
Agency Producer: Koji Yamaguchi (Dentsu)
Strategist: Shigeki Tomiyama (Dentsu)
Art Director: Shin Takeuchi (Bascule)
Director: Yasushi Ishikawa (Bascule)
Project Manager: Tomoyuki Kanazu (Bascule)
Media placement: WEB - Yahoo Japan - 25/01/2010

Results and Effectiveness
Over 150,000 sites have been hijacked within just a month creating a new PACHINKO fad in Japan. Personal blogs where turned into MATRIX PACHINKO, and many Twitter accounts have been hijacked as well creating an extreme viral effect. Now Japan is flooded with MATRIX PACHINKO freaks who have just started PACHINKO through this campaign.

Creative Execution
Instead of forcing them to come, we came to them! We hijacked all computers into a MATRIX PACHINKO game! Enter any URL address and that site will turn into a MATRIX PACHINKO game instantly. Google, Yahoo, Facebook and Twitter accounts, the Whitehouse website, etc. any website in the world was easily hijacked by MATRIX. The texts and photos are turned into pins, using the original site as a game board. The played scores were automatically ranked to tell you how high you scored. This created a completely new experience for MATRIX fans, and an innovative way to inform the newly launched MATRIX PACHINKO.

Insights, Strategy & the Idea
PACHINKO is a popular pinball gambling game that is very addictive. And Japan is filled with PACHINKO parlours! Daiichi-Shokai wanted to launch a new MATRIX themed PACHINKO game. But there was a small problem. MATRIX fans don’t go to PACHINKO parlours!