• Loading…

World's Worst War

Award: Yellow Pencil

Yellow Pencil / Mobile Marketing / Mobile Marketing / 2008

Tohato launched two different spicy snacks on the market: Ultra Tyrant Habanero and Satan Joloquia. These were created as similar products with the purpose of letting them compete against one another. We hoped this would build intense brand loyalty for both products. We produced a war game featuring two armies lead by each of the characters. Purchasers could participate by scanning the QR code on the package with their mobile phones. We created systems which enabled players to get stronger by summoning friends or winning points. Product sales increased and the number of participants exceeded 10,000. The campaign proved to be an exceptional success, while building strong affinity between the Tyrant brands and consumers.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again