To mark the launch of its new product Royal Choco, Binggrae designed a game-based campaign that allowed consumers to easily and enjoyably engage with the brand’s concept. Centered around the message of “the body of chocolate,” the campaign aimed to raise product awareness by offering an immersive, repeatable game experience.

The campaign featured a typing game inspired by a historical drama motif, spotlighting the character King Choco V to enhance the brand’s playful narrative. Participants competed by transcribing sentences within a time limit, and the integration of ranking mechanics, generous prizes, sharing missions, and friend-invite features helped drive engagement and retention.