[JAPAN] EA "DANTE'S INFELNO" Dante Ramen Promotion
DANTE'S INFERNO is EA's ultimate action adventure,
based on Dante's "The Divine Comedy". But it's not well-known in Japan, there was an overwhelming lack of recognition.
We turned ramen into a promotional medium for the first time ever.
First, we produced a ramen bowl that embodies DANTE'S INFERNO's worldview. As you drink the soup, words that refer to the 9 levels of hell gradually appear. When every last drop is consumed, a QR code allowing people to access a special mobile website appears. As for the ramen itself, we produced a special ramen that embodies DANTE'S INFERNO's hell in collaboration with the hugely popular hot ramen restaurant, Nakamoto. The ramen was sold for a limited time of one month in nine Nakamoto branches.
As well as our event being featured on national TV and major mass media outlets and over 1,000 personal blogs and tweets. YouTube videos of the event reached 11,000 views in a month. Approximately 3,200 bowls of DANTE RAMEN were sold in a week. And finally, approximately 150,000 games were sold in the first week.