The World's Worst War mobile campaign promoted two new spicy snack foods in Japan through a multiplayer mobile game. Players used mobile phones to join the online armies of either "Tyrant Habanero" or "Satan Jorquia" by inputting access codes from snack packages. They recruited friends to grow their networks and received SMS updates on battles. The campaign was a success due to allowing opt-in social interaction and recruitment that engaged players through the preferred mobile communication channel of SMS.

1. World’s Worst War Campaign (Case) Prof. Alberto Benbunan Emerging Media Instituto de Empresas Business School, Madrid, Spain. By MDMK2010 Team A: ANNE CAMILLE BIANCHI-MIRASOLE - LEONARDO BITTAN – GONZALO DE LA MATA – RAHUL NAMBIAR - ELENA IBAÑEZ – FILIPE ANDRE GOMES

2. What was World’s Worst War all about? The “World’s Worst War” is a mobile campaign that ran in Japan to launch a line of spicy new snack foods. It engaged with its audience through very fun kinds of interactivity elements and viral features that translated into a well-rounded communication tactic Tohato is a Japanese maker of snack foods, they introduced two new spicy snacks. Their market is a youth audience The name of the snacks were “Tyrant Habanero - Burning Hell Hot“ and his arch enemy “Satan Jorquia - Bazooka Deadly Hot” World’s Worst War was a multi-player game that was played on both, on mobile devices and on the Internet

3. How did it work? The player buys one of the two snacks to choose his masters With the access code on the package he/she joins the online army of his/her chosen masters The player chooses his/her battlefield from 31 spots Battles occur everyday at 4 am Users recruited friends in order to grow their network in a pyramid scheme model The more friends they found to play the game improved their grade and made them more powerful Players were informed via SMS about battles updates and different types of alters

4. 1. Do you think that the phone was used as a tool of interaction or as a medium in this campaign?

5. Both! Medium Tool of Interaction Tohato used mobile phone technology to promote its products with the game Its audience used mobile phones to spread the word among their friends Tohato used mobile phones to communicate with its audience (see next column’s SMS point) Mobile phones were required to be able to participate through either QR codes or peer referrals Mobile phones were used to play the game Mobile phones were used to grow players’ networks (recruitment) SMS were used to keep users up to date with game events and alerts

6. 2. Which factors affect this campaign? Based on Factors Affecting the use of Mobile Marketing by Ramin Vatanparast and Mahsa Asil

7. Factors and The Use of Mobile Advertising Consumer Device Privacy Interface Purpose Interactivity Performance Intelligence Use of Mobile Advertising Message Media Content Price Credibility Process Customization Policy

8. Consumer Performance In order to participate users did not have to buy the product Since users could recruit others through their phones, Tohato increased its reach beyond those exposed to advertisement or the need to access a QR code on their product Increment on response rate through peer influence Users met on social networks to develop strategies Privacy The audience were savvy on the topic of mobile usage, which allows them to understand privacy settings on their phones User did not find the initiative intrusive Purpose Users perceived the game as an opportunity to gratify needs of Information (about the product) Knowledge (about the game) Social acceptance (among other players)

9. Message Customization SMS were relevant for each participant as it informed them about battles within their network Users could customize their avatars Control over selection of their spots of choice on the battlefield Content Relevant content is king on mobile advertising (information about their game and network via SMS) Communication messages and structure were adapted to mobile devices – short and sweet! Entertainment was key for the selected audience Credibility Online presence helped to increase trust Peers recommendations allow other users to feel more secure about the initiative Users adoption to mobile technologies was not a trust barrier to enter the market

10. Device Intelligence The game was designed to allow Communication among brand and others users Collaboration Strategies and recruitment Information sharing SMS alerts The use of SMS was crucial as it is massively standardized Recognition of users networks allowed alerts to be relevant for the players Interface Reliable and user friendly interface lead to ease of use and desire to keep playing and even promote the games among peers Online platforms expanded the game for further more rich experience SMS were concise Interactivity The game was designed to allow two-way communication (user-game) It also allowed users to recruit other members via their mobile (recruitment)

11. Media Price User recognized benefits by playing the game that over-weighted the real cost of the interaction Users with good performance were rewarded with wallpapers and other mobile elements Viral effect decreases production/media cost while it increases reach and conversion rates No information about incentives or discount for acquiring the product were found Process The campaign had a Campaign strategy The design was based on the brand Data access and interaction management plan Found their target audience through a well-suited communication channel Policy Opt-in (QR and friends referral) Clear statements about security and trust Online properties supporting the initiative

12. 3. Why do you think that the campaign was a success?

13. Major elements of success Opt-in Pyramid scheme Social interaction allowed and highly promotedrecruitments and rewards for best performers Communication channel of choice to reach the audience SMS as a mean to keep users engaged Understanding of both, the device differences as well as users expectations of mobile advertisement Customization and selection power by users Game concept fit users preferences and habits

14. Success Inside-out

15. Thanks… 11/23/2009 LetsPlay Now! http://www.youtube.com/watch?v=q15UqFaezj4