Background
DR is well-known and loved by people as ‘the instant noodle’. Most of people associate ‘sesame flavor’. It will new launch spicy series in 2013. This series include 4 different flavors of DR noodle, one is new flavor and others 3 flavors are renewed in improving the taste.
In Hong Kong, many consumers are fond of spicy instant noodle; they choose Korean spicy noodles, Thai spicy noodles etc. DR need launch spicy series to expanding its leadership position.
Strategy
Use ultimate fun experience and social media platform to tease users to share new spicy series.
Solution
Mini-site is the best way to concentration information of spicy series and online activities platform. Making animation’s facebook cover photo for player change their cover. When player change the cover, their new feed will post it which can drive more people to minsite and expand spicy series well-know.