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 - We got a request from our client, who said,
“Make an appeal to young generation in 20s,
or 30s so that the youth get interested in a
“SUBARU OUTBACK”, a new type of AWD
which is available in cities as well as for
off-road driving. ”However, thereis a
growing trend that young people are not
willing to buy cars in Japan. Therefore,
a conventional approach of advertisement
seems to be difficult to satisfy this demand.
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 - That’s why we selected to use “mixi”, the
largest SNS in Japan in order to make young
people feel that a “SUBARU OUTBACK” is a
car which is very close to them. And we
invented a “mixi” game, the first trial of its
kind which can draw attention from young
generation. In this game, a line created by
one person can start a connecting network
from one friend to another friend. A team of
friends whose line got the longest will be a
winner in this activity.
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 - First of all, one line should be
drawn to start the game.
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 - Along the created course, a CG image of
“SUBARU OUTBACK” runs while jumping,
spinning or turning a hairpin curve.
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 - After one person finishes drawing a line, icons
of his or her friends automatically appear on
the screen. The person chooses one of them
and sends an invitation message.When a chosen
friend receives the message, he or she extends
the line to continue thecourse. Then this person
invites another friend to join the game.
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