CLIENT : Rakuten, Inc.
TITLE : Rakuten Ichiba presents, Rakuten Eagles support campaign "Social Beer Shower"

It is called “Tohoku Rakuten Golden Eagles” from Tohoku region where the Great East Japan Earthquake damaged.
Since the team was established, the result had been poor for many years.The hopes of the players to encourage fans who got hurt by the disaster and the hopes of fans to let them win, may finally come true.

This campaign has to be a symbolic representation of supporting the victory which is also easily recognized.
We needed some ideas that fans can participate and support continues until the result comes out.

We focused on “Beer Shower” as a symbol of “baseball game victory” which everyone is familiar with in Japan. Referring to social media popularity increase in recent years, we decided to base on the concept of using social media and “Beer Shower”.

You will receive a digital beer bottle by connecting to Facebook or Twitter and you can shake it as much as you want until the winner is announced. However, the bottle cap can't be opened without victory.

To attract users, we visualized the number of shaking bottles counted from all over the country and it affects the value of coupons given out in the victory sale. The more you shake, the more value increase.

In a way, it is pleasant, but suppressed hope of the victory led users share more and the participation rate went up.

Although it is a supporting campaign, our job was to lead users to the victory sale. We resolved it by building the system of linking the number of shaking bottles and the value of coupons given out there.The total participants were over half million until the winner was announced.It became a big campaign involving social media in the first professional baseball history in Japan.