“Mugi to Hop THE GOLD” is a beer brand from Sapporo Beer that is mainly loved by a middle-aged demographic ever since its launch.

In 2016, the brand executed a large renewal campaign.

As part of its mission, the brand needed to spread the word about the brand renewal to not only the existing target demographic, but also to a younger audience as well.

It is not easy to communicate through mass media to a young audience who mainly obtain information from smartphones.

“Mugi to Hop THE GOLD” is a beer brand from Sapporo Beer that is mainly loved by a middle-aged demographic ever since its launch.

In 2016, the brand executed a large renewal campaign.

As part of its mission, the brand needed to spread the word about the brand renewal to not only the existing target demographic, but also to a younger audience as well.

It is the first interactive outdoor media in Japan applying electrostatic ink.

About 1,500 participants in 2 days!

A 60 minute maximum waiting time was recorded like a theme park.

$220,000 MEDIA IMPRESSIONS

It’s an interactive treasure hunt that anyone can participate by just holding up smartphones to the big outdoor media.

In 5 minutes, the participants need to find a hidden treasure from 600 cans of beer on outdoor media.

The poster was printed with special ink technology that interactively reacts to smartphones and enables users to detect hidden treasures.