Kirin is a leading Japanese beverage manufacturer.
Though the company is marketing a lot of drink brands, a sad fact is that the name “Kirin” is not well known among today’s youth was found in survey.
We wanted to convey to everyone that this drink and that drink and the beverage they are consuming are manufactured by Kirin, to raise the KIRIN's brand recognition.
Let’s encourage people to have fun with Kirin beverage containers, so users can recognize the drink is provided by KIRIN! Small race cars were built out of Kirin beverage containers, and then races were held on an actual 20 meter course. Race winners received an assortment of Kirin beverages.
Races were streamed online every day. Users were able to enter the races from PCs or Smart-Phones.
On SNS, race cars with the name of the product brand on them were naturally called by that name, drawing attention to the brand. Additionally, the races were covered by a large number of media outlets, including news sites.
During the races more than 100,000 people visited the site, and 11,676 Kirin beverage containers raced on the course. As a result, we were successful in naturally gaining recognition of the product lineup among users.