As the 2018 J-League season moves towards its climax in late October, the competition’s official timekeeper Tag Heuer activated its rights through an Instagram-led, Manga-inspired campaign offering fans a chance to win match tickets.
The ‘Pressure Free Kick’ campaign is essentially an interactive playable Manga game which is accessed via Tag Heuer’s Instagram account (@tagheuerjapan) on Instagram Stories.
The initiative, which was developed in harness with creative agency UltraSuperNew. Uses the Instagram ‘slider sticker’ as a ‘shoot bar’ and challenges players to score from a free kick – giving their side a match-winning goal – in order to be entered itno a draw to scoop match tickets.
“Tag Heuer actually lives by their motto: ‘Don’t Crack Under Pressure’, commented UltraSuperNew creative director Francois Claverie.
“They love a challenge as much as we do. Our first campaign, the ‘Pressure PK’ Twitter bot game, was a lot of fun to develop, and generated levels of engagement we could not have anticipated. With ‘Pressure Free Kick’, we hope to repeat the feat on Instagram, with this fresh twist on Instagram Stories.”
Comment:
This seems like a creatively appropriate approach, while the game has synergies with the property itself.
Plus Tag Heuer has taken a smart, yet simple and effective path to using Instagram Stories.
Good work!
Other notable, manga-led sports activations from recent months include Manchester United’s own Wake Up the Red Devil’ interactive film series in China (see case study)
Indeed, the same club’s sponsor Nissin Ramen used Manga as a creative base for its Man Utd commercial back in 2014.
Links:
Tag Heuer
https://www.tagheuer.com/ja-jp
https://www.instagram.com/tagheuerjapan/
https://www.youtube.com/user/TAGHeuerOnline
https://www.facebook.com/TAGHeuer
https://www.instagram.com/tagheuer/
J-League
http://www.youtube.com/user/jleaguechannel
https://www.instagram.com/jleaguejp/
https://twitter.com/j_league_en
https://www.facebook.com/jleagueofficial.English
