From a survey, we found out that young people who haven't been to an actual horse track could be interested in horse racing if they saw a dramatic thrilling race.

We challenged to develop horse race animation online which attracts young generations, collaborating with a popular animation "Attack on Titan" .

At first, we conducted an online fan poll to listen to fans’ opinion.

But hackers used a malicious program to let a certain character gather a considerable amount of votes and we faced difficulty to carry on the campaign. But we took advantage of the hackers' mischief.

We soon created a fan-fiction movie for the appreciation to hackers and used it for PR. As a result, we succeeded in generating publicity far beyond our expectation.

At the beginning of the campaign, we conducted a fan poll of characters. Then hackers started making noise and a certain character got 67 billion votes. The number was far beyond our expectation. Soon we created fan-fiction movie using real voice actors and it reached a peak of the excitement. Accordingly we released a horse race game animation right at the point of the excitement The good quality generated a highest response ever JRA had not only by hackers but young internet users. Then we built a giant statue in a horse race stadium. The project attracted people not only in a virtual but also in a real.

After we started online vote to excite hackers, a character gathered unbelievable number of 67 billion votes in a week. We soon created a fan-fiction movie using real voice actors rewarding hackers. When it reached a climax, we launched game site. The good quality generated a highest response ever JRA had not only by hackers but young people. 3 millions of site access, 70,000 likes, 50,000 twitters… huge publisity through SNS, which was counted for 300 million media effect. It drew 120,000 people to an actual horse race including young generations, 20% more audiences compared to the last year.