1. Worlds Worst War Campaign (Case)
Prof. Alberto Benbunan
Emerging Media
Instituto de Empresas Business School, Madrid, Spain.
By MDMK2010 Team A:
ANNE CAMILLE BIANCHI-MIRASOLE - LEONARDO BITTAN GONZALO DE LA MATA RAHUL NAMBIAR - ELENA IBAEZ FILIPE ANDRE GOMES

2. What was Worlds Worst War all about?
The Worlds Worst War is a mobile campaign that ran in Japan to launch a line of spicy new snack foods. It engaged with its audience through very fun kinds of interactivity elements and viral features that translated into a well-rounded communication tactic
Tohato is a Japanese maker of snack foods, they introduced two new spicy snacks.
Their market is a youth audience
The name of the snacks were
Tyrant Habanero - Burning Hell Hot
and his arch enemy
Satan Jorquia - Bazooka Deadly Hot
Worlds Worst War was a multi-player game that was played on both, on mobile devices and on the Internet

3. How did it work?
The player buys one of the two snacks to choose his masters
With the access code on the package he/she joins the online army of his/her chosen masters
The player chooses his/her battlefield from 31 spots
Battles occur everyday at 4 am
Users recruited friends in order to grow their network in a pyramid scheme model
The more friends they found to play the game improved their grade and made them more powerful
Players were informed via SMS about battles updates and different types of alters

4. 1. Do you think that the phone was used as a tool of interaction or as a medium in this campaign?

5. Both!
Medium
Tool of Interaction
Tohato used mobile phone technology to promote its products with the game
Its audience used mobile phones to spread the word among their friends
Tohato used mobile phones to communicate with its audience (see next columns SMS point)
Mobile phones were required to be able to participate through either QR codes or peer referrals
Mobile phones were used to play the game
Mobile phones were used to grow players networks (recruitment)
SMS were used to keep users up to date with game events and alerts

6. 2. Which factors affect this campaign?
Based on Factors Affecting the use of Mobile Marketing by Ramin Vatanparast and Mahsa Asil

7. Factors and The Use of Mobile Advertising
Consumer
Device
Privacy
Interface
Purpose
Interactivity
Performance
Intelligence
Use of Mobile Advertising
Message
Media
Content
Price
Credibility
Process
Customization
Policy

8. Consumer
Performance
In order to participate users did not have to buy the product
Since users could recruit others through their phones, Tohato increased its reach beyond those exposed to advertisement or the need to access a QR code on their product
Increment on response rate through peer influence
Users met on social networks to develop strategies
Privacy
The audience were savvy on the topic of mobile usage, which allows them to understand privacy settings on their phones
User did not find the initiative intrusive
Purpose
Users perceived the game as an opportunity to gratify needs of
Information (about the product)
Knowledge (about the game)
Social acceptance (among other players)

9. Message
Customization
SMS were relevant for each participant as it informed them about battles within their network
Users could customize their avatars
Control over selection of their spots of choice on the battlefield
Content
Relevant content is king on mobile advertising (information about their game and network via SMS)
Communication messages and structure were adapted to mobile devices short and sweet!
Entertainment was key for the selected audience
Credibility
Online presence helped to increase trust
Peers recommendations allow other users to feel more secure about the initiative
Users adoption to mobile technologies was not a trust barrier to enter the market

10. Device
Intelligence
The game was designed to allow
Communication among brand and others users
Collaboration
Strategies and recruitment
Information sharing
SMS alerts
The use of SMS was crucial as it is massively standardized
Recognition of users networks allowed alerts to be relevant for the players
Interface
Reliable and user friendly interface lead to ease of use and desire to keep playing and even promote the games among peers
Online platforms expanded the game for further more rich experience
SMS were concise
Interactivity
The game was designed to allow two-way communication (user-game)
It also allowed users to recruit other members via their mobile (recruitment)

11. Media
Price
User recognized benefits by playing the game that over-weighted the real cost of the interaction
Users with good performance were rewarded with wallpapers and other mobile elements
Viral effect decreases production/media cost while it increases reach and conversion rates
No information about incentives or discount for acquiring the product were found
Process
The campaign had a
Campaign strategy
The design was based on the brand
Data access and interaction management plan
Found their target audience through a well-suited communication channel
Policy
Opt-in (QR and friends referral)
Clear statements about security and trust
Online properties supporting the initiative

12. 3. Why do you think that the campaign was a success?

13. Major elements of success
Opt-in
Pyramid scheme
Social interaction allowed and highly promotedrecruitments and rewards for best performers
Communication channel of choice to reach the audience
SMS as a mean to keep users engaged
Understanding of both, the device differences as well as users expectations of mobile advertisement
Customization and selection power by users
Game concept fit users preferences and habits

14. Success Inside-out

15. Thanks 11/23/2009
LetsPlay Now!
http://www.youtube.com/watch?v=q15UqFaezj4