Based on the idea that users were not having fun alone in front of the PC, but rather they were having fun with many other users, we created the “Hangame Club”, a group of fictional users, as an image of ideal users. The campaign was based around these characters that love Hangame and invited new users by having fun playing games. The characters conducted real promotional activities, such as putting up posters inside universities and stations, and held events at university festivals. That was followed by a TV commercial and animated banner ads that were stories inviting new members.

This campaign was talked about on many blogs. We released a baseball game featuring the characters, a typing game with the theme song, and an original CD, therefore establishing a contact point that exceeded mere advertisements. The click through rate of animated banner ads placed on Yahoo! and other sites were more than 5 times the norm value and the campaign site received 1.2 million hits in 4 months. The average number of people that joined per week increased by about 70% at its highest point. There were about 40% more registered users after the campaign than before the campaign.