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Tohato Inc. (株式会社東ハト, Kabushiki-gaisha Tōhato) is a Japanese food company specialising in snack food.[1]



Tohato launched two new snacks brands, "Tyrant Habanero Burning Hell Hot" and "Satan Jorquia Bazooka Deadly Hot" in 2007 in an award-winning campaign which broke new ground in engagement marketing, by combining multiplayer online gaming with advertising, on a mobile phone. Customers were encouraged to join nightly battles in a virtual game, on behalf of either snack brand, to determine the winner of the "World's Worst War". The games ran at 4 AM. The campaign was designed by Japanese ad agency Hakuhodo and won the Yellow Pencil award at the annual D&AD advertising awards ceremony where mobile ads were recognized for the first time in May 2008.[11]


  1. ^ "Company Overview of Tohato Inc". Bloomberg. Retrieved August 18, 2016.
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  11. ^ Snow, Jean. "Snack Armies Wage War in Mobile Game". Wired. Retrieved August 18, 2016.

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