The Magic Sakura is an origami inspired Facebook mini-game wherein fans grow and nurture their own virtual cherry blossom tree as well as learn about Japanese culture and popular travel destinations. As the tree grows and is kept healthy, mystical creatures fly through the scene and lanterns appear on the tree’s branches for the player to earn points. The winning player is sent on a free holiday to Japan to experience Hanami in real life. Within the first days of launch The Magic Sakura had over 3,000 players organically. The campaign sky rocket with over 31% increase in Facebook fans, 175% increase in engagement on social posts and 11+ million game interactions.