Hakuhodo Wins Mobile Marketing Award

The annual D&AD award winners have been announced with a ‘Yellow Pencil’ going to an interesting campaign by Tokyo-based agency Hakuhodo for snack food client Tohato.

The World’s Worst War used two new spicey snack flavors as opposing forces and engaged players to invite friends, thereby increasing their own personal rank, to join forces of either the Habanero Evil Army or the dreaded Satan Jorquia… Yikes. Better to watch the video!

Via Communities Dominate Brands:

Then there were over 20 battlefields, where these two armies would do battle, and you would initially enter as a private in the army. But to use viral marketing methods - if you used your phone and recruited friends to join, then you would be promoted. And as your friends recruited friends to your side of the war, they too would be promoted, and you would be promoted higher still, in the Evil Army of your choice.

Then both sides would go online and do battle, in large masses. The game included things such as a 24 hour news service via the mobile phone, so who had died in battle, who had been promoted, which battlefield had been captured by which side, etc.

Tomi has added an Update Here.. Very Cool indeed..