Client: Frucor - V Energy Drink

Project: Tokyo Fury

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The Challenge: The energy drink category is a highly competitive space and brands must continue to innovate to even be noticed by the consumer. Brands are not only competing against each other but with other forms of entertainment like movies, games and music for the attention of the target audience.

The Solution: We created two innovative and entertaining gaming experiences that fused V Energy and The Wolverine movie together under the banner ‘Tokyo Fury’.

 

Experience 1 – Tokyo Fury Online Game: We created a AAA desktop game where contenders played as Wolverine. Players could upgrade their character via unique codes on V energy drinks to enable special moves and increase stats to get better scores.

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Experience 2 – Tokyo Fury Live: We also staged a unique augmented reality experience in Melbourne’s iconic Federation Square. People on the street could put on Wolverine’s claws and battle virtual ninjas while their movements were broadcast on the large digital screen overlooking the Square for all to see.

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Ownable: The name "Tokyo Fury" for the game was a calculated decision to "own the term".

We chose a name that had no search results before we launched so we'd dominate any related searches organically. Indeed, we dominated the 28 pages of Google results.

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Cinema Spot: We created a piece for cinema and online that merged trailer footage and game footage. The goal was to announce the new V product and drive traffic to the site for people to play.

Rich Media: We were able to reuse game assets to create interactive rich media ads which would have normally been out of scope to support hard-working standard banners.

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Product: We developed the design for the limited edition Graphite Can that included codes on pack that could be used in the game.

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Tokyo Fury Game – in depth: We created 3 different game modes. Whilst this approach almost tripled the amount of work, it ensured the game had longevity. This was important because platform games, once complete, lose their replayability.

i. Story Mode was made up of 15 levels of increasing difficulty as Wolverine explores the rooftops of Tokyo to find Mariko.

ii. Endless Mode as the name suggests was an endless runner inspired by classic games like Cannonbalt.

iii. Survival Mode put the player up against waves of enemies in a single arena.

Each mode could have been a stand alone game but combined they gave the player a much richer experience.

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The game contained a leaderboard and the top 5 players per game mode had the opportunity to win weekly prizes to make the game sticky.

Every unique code entered from cans of V Energy went into the draw for the major prize – a Ducati like the one Wolverine rides in the film!

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Tokyo Fury Live – in depth: Inspired by the key battle from the film we developed the real world experience with the simple premise of "You vs Ninjas".

Watch the video to see how V Energy ninjas infiltrated Fed Square in Melbourne.

Technically this “experience” was a challenge. A 4mtr high stage, sunlight and a minimum area of 11mtrs meant Kinect or similar tech wouldn't work. So we used a 'Wizard of Oz' approach where Ninjas were triggered by a hidden human “controller”. This illusion allowed anyone to play, including a guy on a bike and even two people at once.

For a full technical breakdown visit Soap Labs.

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For participants in the experience we initially had very expensive replica claws supplied by Fox. However, in early tests we discovered someone was likely to take an eye out! So we opted for the more safety conscious foam claws.

The foam claws actually provided a better result allowing people to go nuts and have more fun. Plus we weren't at risk of someone nicking the impossible-to-replace replica claws.

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Fortunately, we were able to use the replica claws with a green screen photo-booth located at the event. This gave people something to do while they waited for their turn at the main experience.

The photos were uploaded to V Energy's Facebook page.

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We ensured anyone who experienced Tokyo Fury Live could share the experience with friends by recording a video clip of every battle. Each clip was uploaded to Youtube and emailed to participants.

Results:

Tokyo Fury Game:

  • 6,735,743 visits

  • 32,966,838 games played to date

  • Average game session time over 19 minutes.

  • Spread globally across 1,000’s of free game sites

  • FWA Site of the Day Winner.


Tokyo Fury Live:

  • Live for 3 days.

  • Over 75,000 people exposed to the experience.

  • 345 battles, 320 uploaded to Youtube.

  • 4,250 cans of V Graphite distributed.

  • MX Magazine & Nova radio covered the event.

 

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