Fallout 76 Burning Springs Japan Launch
Influencer Management
Campaign Strategy
Social Media
Influencer Marketing
Campaign Strategy
Social Media
Bethesda sought to drive significant momentum in the Japanese market around three converging moments:
the launch of its largest-ever Fallout 76 update, Burning Springs; the Season 2 premiere of the Fallout TV Show; and the nationwide Fallout Cafe opening across Japan.
The activation centered on authenticity and immersion for both new and old fans of the Fallout IP, capitalizing on the timing of the Amazon Prime Video TV show.
A 12-item collaboration menu recreated recognizable in-game food and drinks, while Vault-themed private rooms allowed fans to step directly into the Fallout universe. Limited merchandise was released strategically to create urgency and maintain high sell-through.
The rollout was supported by a structured three-phase communications strategy (announcement, detail reveal, and media preview) that sustained awareness from pre-launch through opening week. Running simultaneously across four cities positioned the collaboration as a nationwide moment rather than a single-location event.
Results
98,784 Brand Mentions (+90%)
Blended $0.03 cost-per-view
87% positive sentiment
Highlights
Total Revenue: ¥32.1M ($207K)
Total Footfall: 104,534 visitors
100,000+ customer touchpoints across channels
Channel Breakdown:
- Cafe:
- Retail (Ikebukuro PARCO):
- Online Store:
The Cafe division reached 212% of budget and accounted for approximately 66% of total sales.
Merchandise achieved a 96.4% sell-through rate, with limited items making up 65% of units sold, keeping inventory risk low while sustaining demand.
Results & Outcomes
The campaign generated approximately ¥32.1M in total revenue and over 100,000 customer touchpoints during the 46-day period.
The Cafe division achieved 212% of budget and accounted for roughly 66% of total sales, proving experiential F&B as the primary revenue driver. Merchandise achieved a 96.4% sell-through rate, minimizing inventory risk while maintaining demand urgency.
Audience expansion was significant: 77.4% of participants were first-time visitors, and 70% of online purchasers were aged 18–34, with strong Gen Z representation. Nearly half of all visitors came from regional cities, validating nationwide appeal beyond Tokyo.
Digital reach exceeded 1.21 billion impressions, amplified by phased media rollout and strong organic UGC.
The project successfully demonstrated that a Western AAA IP can be localized into Japan’s experiential retail space with both commercial efficiency and cultural relevance.
Due to success of initial collab cafe, Season 2 of the collab cafe is being planned for October 28 (Fallout Day) or later, this time in collaboration with TOWER RECORDS.
KOL Campaign
For the “Fallout Burning Springs” campaign, we engaged a total of 14 KOLs and executed the promotion in formats best suited to each creator, including dedicated videos, sponsored livestreams, and Shorts.
Community response was highly positive, reflecting the strong culture within the gaming community. Many fans also expressed excitement seeing creators they follow receive official PR opportunities from Bethesda.
For the “Fallout Burning Springs: C.A.M.P.” project, we collaborated with two highly popular community creators, YOS and Matchalatte. The concept centered on YOS recreating a custom build requested by Matchalatte.
Our team selected and connected the two creators, overseeing the entire process from concept development to schedule management. Although they were aware of each other as creators, they did not have a personal relationship, so careful communication and structured coordination were essential to ensure smooth execution.
Following the release, the comment section was filled with reactions of surprise and excitement, making the project a highly engaging and buzzworthy initiative.
Data
The influencer program successfully generated over 1.1 million total views and 60,653 total hours watched against a 41,470 budget, validating the strategy’s strong capacity for audience reach and deep engagement. The overall campaign achieved an average efficiency of 26.83 Views per Dollar Spent, with content driving over 22,238 total interactions.
Exceptional Influencer Performance: The campaign leveraged highly effective channels that delivered massive reach and value. For example, the channel Fields Food proved to be an outstanding success story, driving 70.7% of the total program views (786,976 views) and achieving an excellent cost-efficiency of 112.43 Views per Dollar Spent.
High-Value Content: A number of channels demonstrated high efficiency in converting budget into views. Alongside Fields Food, channels like Nuka Channel (109.90 Views per Dollar Spent) and MatchArati (100.38 Views per Dollar Spent) surpassed the 100 Views per Dollar threshold, showcasing successful content strategies.
Strong Engagement Metrics: The total of 60,653 hours watched across all videos points to the high quality and sustained interest in the content, demonstrating that the campaign successfully captured viewer attention and fostered deep engagement beyond simple clicks.