Product: 'The Shake!' is a new bottled cocktail for young adults. Shaking it makes it taste better.

Goals: Driving awareness and promoting a first drink. Insights: Party is one of the best touch points. Young adults carry mobile phone in the party. Solution: "Mobile e-mail AD" recommends downloading "Shake Game". "Shake Game" accelerates the excitement of party. Undergoing "The Shake! Moment", they cannot stop shaking. Results: "Mobile e-mail AD" generated its first trial; purchase rate went up from 10% to 14% after distributing e-mail AD. The one who got a "Mobile e-mail AD" introduced "Shake Game" to 2.5 friends.