Lotte Chilsung Beverage developed a gamification marketing campaign to strengthen engagement with MZ consumers and effectively convey the brand universe of Kkaesugang, its hangover relief drink. The goal was to create an interactive experience that intuitively represented hangover recovery.

Set on the mystical island of “Chwihaedo” (Drunken Island), the game challenged players to defeat hangover villains—such as “Sulgorae” and “Gojumangtae”—to earn points. Participants wielded Kkaesugang cans and tangerine soda bombs as weapons to eliminate the villains, immersing themselves in the brand’s core message through gameplay. To further boost engagement, the campaign incorporated a ranking system and an invite-a-friend feature, encouraging both competition and repeat participation.

The campaign aimed to present hangover relief in a fun and relatable way while maximizing SNS virality. In-game missions offered extra play opportunities, further incentivizing product purchases and brand subscriptions.

The campaign achieved an impressive 23% sign-up conversion rate and an 88% revisit rate, demonstrating strong consumer engagement. On average, each participant played the game 16 times, ensuring sustained brand exposure. The initiative also drove significant social media sharing and brand subscriptions, effectively embedding the Kkaesugang brand universe in consumers’ minds while increasing product interest.