DOJO OF PAIN Campaign Design
User-generated Content Samples from
      DOJO OF PAIN Campaign
Design a Flyer



Instructions given to campaign participants by
the Sensei (fictitious leader of the DOJO):

“Catch My Ey...
Create training manual



Instructions given to campaign participants by
the Sensei:
Create quot;Training Manualquot; expl...
Face Lift




Instructions given to campaign participants by
the Sensei:
Demonstrate your technique at using a blade for
m...
Tokyo Ink!




Instructions given to campaign participants by
the Sensei:
Show Sensei some skin! Oh no, not like that.
Wha...
Lesson Summary


Challenge name                    Objective      Result
Lesson 1: Training Montage        Content/WOM    ...
Lesson Summary


Challenge name                      Objective     Result
Lesson 16: Red Thanksgiving         WOM         ...
DOJO OF PAIN Campaign - Ubisoft's Red Steel Launch
DOJO OF PAIN Campaign - Ubisoft's Red Steel Launch
DOJO OF PAIN Campaign - Ubisoft's Red Steel Launch
DOJO OF PAIN Campaign - Ubisoft's Red Steel Launch
DOJO OF PAIN Campaign - Ubisoft's Red Steel Launch
DOJO OF PAIN Campaign - Ubisoft's Red Steel Launch
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DOJO OF PAIN Campaign - Ubisoft's Red Steel Launch

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Creative submission for 2007 Mixx award

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DOJO OF PAIN Campaign - Ubisoft's Red Steel Launch

  1. 1. DOJO OF PAIN Campaign Design
  2. 2. User-generated Content Samples from DOJO OF PAIN Campaign
  3. 3. Design a Flyer Instructions given to campaign participants by the Sensei (fictitious leader of the DOJO): “Catch My Eye - Not literally. Though Sensei would be like to see tadpole like you try, Ha! No, Sensei want you catch his eye with beautiful design for flyer. Stretch artistic ability to make something truly eye catching.” Result: 118 flyers submitted
  4. 4. Create training manual Instructions given to campaign participants by the Sensei: Create quot;Training Manualquot; explaining how to go about something in Red Steel style. Should be similar to the quot;What to do in Case of Chokingquot; signs they have in restaurants only more funny ha ha. Explain How to break into building, How to atone for dishonor, How to get Soda from uncooperative vending machine, How to deliver pizza to Pentagon! Result: 282 submissions
  5. 5. Face Lift Instructions given to campaign participants by the Sensei: Demonstrate your technique at using a blade for more than just destruction by carving fresh Red Steel branding onto old Japanese movie posters! This lesson have you slicing in a more...genteel manner. Look online and find images of Japanese movie posters, old or modern, with yakuza themes, and give them a Red Steel Facelift. Result: 457 submissions
  6. 6. Tokyo Ink! Instructions given to campaign participants by the Sensei: Show Sensei some skin! Oh no, not like that. What do you take Sensei for?! Sensei wants to see skin art, you know tattoo! It is well known practice amongst Yakuza to decorate their bodies with tattoos, known as quot;Iruzemiquot;. This shows commitment to yakuza organization, solidarity with fellow members, and intense focus to withstand pain of years-long process. Result: 284 submissions
  7. 7. Lesson Summary Challenge name Objective Result Lesson 1: Training Montage Content/WOM 53 Lesson 2: Tokyo Ink Content 284 Lesson 3: Facelift Content 457 Lesson 4: Watch and Learn WOM 17,893 Lesson 5: Know Yourself Community 188 Lesson 6: Sensei for a Day Community 197 Lesson 7: Stab Through Face Content/WOM 65 Lesson 8: Friend or Foe WOM 118 Lesson 9: Follow Simple Instruction WOM 118 Lesson 10: Warrior Poet Community 527 Lesson 11: Wish List WOM/Sales 89 Lesson 12: Plan Ahead Sales 27 Lesson 13: Catch my Eye Content/WOM 149 Lesson 14: Can You Spell RED STEEL?Content/WOM 40 Lesson 15: Strike First Sales 54
  8. 8. Lesson Summary Challenge name Objective Result Lesson 16: Red Thanksgiving WOM 11 Lesson 17: Blood or Honor WOM 45,362 Lesson 18: Training Manual Content 282 Lesson 19: Recruit Apprentice WOM/Community 135 Lesson 20: Paint Town Red WOM 269 Lesson 22: Trust Your Luck Community 439 Lesson 23: Be Samurai Community 13 Tournament Lesson 1: Focus is Key 15 Tournament Lesson 2: Red Steel Remix 48 Tournament Lesson 3: Weapon Is In Hand 9 Tournament Lesson 4: Dub'Ya 22 Tournament Lesson 5: Wii Have A Problem 24 Tournament Lesson 6: Clip Show Content/WOM 22 Tournament Lesson 7: Ninjas Stole Christ.. 7 Total 30 Missions | 4,100 submissions

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