Gamified activation experience, built to be played

Mitsuba wanted to let people experience the world of flavours behind its diverse product range.

This activation needed to stay top of mind through direct participation, not passive shelf visibility.

The ambition was to create one digital experience that works both online and as a live activation at B2B trade shows. One recognisable concept that makes the brand story tangible across different settings.

The Spice Rush Game is a web-based 3D experience where players travel through the Mitsuba world with Umami. By jumping, sliding and collecting Mitsuba snacks and spices, players move through environments that reflect the energy and flavour of the brand.

Interaction is central. Instead of explaining the brand, the experience lets people feel it. The visual style aligns with Mitsuba's packaging and colour palette, making the world instantly recognisable.

The same experience was used as a live activation at B2B trade shows. In an arcade setup, the game attracted visitors to the stand and invited them to play, bringing the digital world into a physical space.

The Spice Rush Game was built as a web-based experience that runs instantly on mobile and desktop. Distribution through social media, paid ads and QR codes gave consumers multiple entry points to discover and play.

At B2B trade shows, the arcade installation became a central element of the booth. The combination of digital gameplay and a physical setup increased attention, interaction and conversation. Online and offline reinforced each other as part of one consistent brand experience.

The activation did more than generate reach. By inviting people to actively participate, the experience transformed passive attention into meaningful interaction. Online and live touchpoints reinforced each other, creating a consistent brand moment that extended beyond the first play.