The goal was to increase JNTO’s social following and grow their database by creating a social media campaign that engaged, inspired and educated users about Japan, its popular culture and the diverse travel destinations within the country.
Hanami is the Japanese traditional custom of enjoying the transient beauty of flowers, in particular those of the cherry blossom tree Sakura. With this insight we created an origami inspired HTML5 mini-game wherein consumers could grow their virtual Sakura Tree. As the tree is nurtured, mythical Japanese creatures fly through the scene and lanterns appear on its branches for the player to earn points. Collecting 50 lanterns earned the player a chance to win a trip to Japan with a friend, to view the cherry blossoms in real life.
Within the first few days of launch we had over 3,000 players organically. As the campaign continued we saw over 31% increase in Facebook fans, 175% increase in engagement on social posts and 11+ million game interactions. Magic Sakura was recognised with two Silver W³ Awards.
Project generated within the award winning digital creative agency circul8 in Australia.