Kirin Hyoketsu Night Rider
Drive awareness of the new Hyoketsu apple, vodka and soda, their national event series and the Night Rider, a branded Japanese street race car, while encouraging trial among young, culturally engaged audiences.
We partnered with Hyoketsu to deliver a national pop-up series celebrating the launch of green apple: a curated content series, headline DJ line-ups, influencer partnerships and real-time voucher drops via the Night Rider.
To maximise reach and trial we amplified the series across the LINES app and our wider network, using real-time LINES updates to target the busiest Hyoketsu apple venues across the country, with music and lifestyle influencers creating organic content spanning music, nightlife and culture.
- Strong uplift in brand awareness and product trial nationally
- Hyoketsu placed inside the local music scene rather than beside it
What was Kirin Hyoketsu Night Rider?
A national pop-up series for the launch of Hyoketsu green apple: a content series, headline DJ line-ups, influencer partnerships and real-time voucher drops delivered by the Night Rider, a branded Japanese street race car.
How did LINES fit in?
Real-time LINES updates sent people to the busiest Hyoketsu venues across the country, with the series amplified through the LINES app and the wider network. Music and lifestyle creators made organic content across music, nightlife and culture.
What did the voucher drops do?
Each drop was tied to a venue and pushed through LINES as it happened, so the voucher sent people to the bar where Hyoketsu was pouring that night. Kirin reported an uplift in awareness and trial nationally.
NEXT PROJECT: TINDERTinder Thursdays