Lotte Chilsung Beverage launched a gamification marketing campaign for its hangover cure, ‘Kkaesukkang,’ to increase brand awareness and strengthen engagement with the MZ generation. The campaign featured a casual game set on the mysterious ‘Chuihaedo (Drunk Island),’ where consumers intuitively experienced the product's efficacy by defeating ‘hangover villains.’ Additionally, a ranking system and friend referral missions were introduced to drive competition and viral spread.

Consequently, the project recorded a sign-up conversion rate of approximately 23% and achieved high immersion with an average of 16 plays per user, effectively imprinting the brand message.