This interactive campaign demands users to pair up their phones by entering a simple passcode. Players were encouraged to cooperate with each other by pouring “Vitasoy” into “Coffee” through smartphones. The gameplay was possible with the phone's built-in motion detection capability. Player will get bonus points if they invite newbies to the game.
Besides spreading the words to the mass about the 25th-anniversary, driving sales to the new feature product Vitasoy series was, of course, a major campaign KPI. The sales number was being tracked by the unique digital voucher presented to the stores. To attract social sharing, a 365 year-round free coffee pass was promoted as the grand incentive.