Pocky Big Share

Turning a date on the calendar into a campaign

Pocky Day falls on 11/11, because four ones look like four Pocky sticks. The brand is built on sharing, so we made the day about exactly that. A microsite let you build your own Pocky character out of illustrated parts and send a real box to a friend anywhere in the country. There were 1,111 boxes, counted down on the page as they went.