The document outlines a fictitious social media campaign called "Dojo of Pain Campaign Design" led by a character named Sensei. It provides examples of content generated by participants following different prompts from Sensei. Some examples include creating a flyer to promote the Dojo, making a parody "training manual" for ridiculous tasks, carving designs onto old Japanese movie posters, and drawing tattoos representing the fictional Dojo organization. Over 30 prompts were given out overall across lessons and tournaments, generating over 4,100 submissions from participants and engaging thousands of others through shares. The goal was to create original content and spread awareness of the fictional Dojo organization through word-of-mouth on social media.

1. DOJO OF PAIN Campaign Design

4. User-generated Content Samples from
DOJO OF PAIN Campaign

5. 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

7. 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

9. 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

11. 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

13. 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

14. 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