We performed the following actions to enhance the OTAKU's interest in udon and desire to buy the product.Step #1-REACH: Creating an udon cooking experience in the most popular online SAMURAI game as a teaser promotion, and filling their minds with delicious Udon.Step #2-TRIAL: Releasing the udon which they cooked in the online game as KINREI's new product and stimulating interest to experience the actual taste.Step #3-REPEAT: The more you buy the stronger you get. By giving game bonus incentives with each product, players went back and forth between their houses and convenience stores, and kept buying Kinrei's udon.

- Utilising our strategy, we successfully influenced the target.REACH: 56.4% of online game users joined the teaser promotion.TRIAL: 18.0% of teaser promotion participants bought the product.REPEAT: 50.1% of buyers bought more than 2 products.- Sales increased by 210% from previous year- Publicity accomplishment of 300,000,000 yen worth media exposure- Cost per order: 14.7 yen (7,000,000 yen advertising budget/commodity price: 450 yen)