At the 2026 Taiwan Lantern Festival, dentsu X brought Nintendo's Super Mario to Chiayi, transforming a regional celebration into a nationwide cultural attraction. Through iconic IP, immersive experiences, strategic partnerships, and digital engagement, the campaign generated widespread organic media attention, encouraged visitors to explore Chiayi, and created lasting value for local tourism and Nintendo.
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Festival visits
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Tourism Value Generated
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Super Mario Zone Visits
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Organic Video Views
The Challenge
As a regional destination, Chiayi faced challenges in attracting nationwide media attention and establishing a tourism identity beyond Alishan. Public-sector budget and procurement restrictions limited traditional media investment, while Nintendo's strict IP guidelines left little room for creative adaptation. The challenge was to turn a government-led festival into a nationally recognized cultural event, generating organic media coverage and meaningful brand engagement despite these constraints.
The Solution
Leveraging Super Mario's global appeal, dentsu X transformed the festival itself into a powerful media platform. Nintendo's first-ever authorization of its core IP for a government event, the world's first 10-meter-tall Super Mario inflatable, and an immersive themed zone created highly shareable attractions that encouraged organic media coverage and social engagement.
Acting as the central coordinator across Nintendo, the local government, commercial partners, and the agency team, dentsu X connected IP experiences with local tourism. Exclusive mini lanterns, limited-edition merchandise, and digital missions encouraged visitors to explore Chiayi's 18 townships, extending engagement beyond the festival grounds.
The Results
The festival attracted 13.6 million visits, including 1.63 million visits to the Super Mario themed zone, and generated NT$154 million in tourism value.
Without paid media placements or sponsored influencer contracts, the campaign secured coverage from 13 television outlets, eight newspapers, and 405 online reports. Over 150 organically created KOL, KOC, and community videos generated more than 5 million views, alongside 1,143 social media discussions.
Tourism missions reached all 18 townships and over 100 attractions, with an 86.37% accommodation redemption success rate. Chiayi County's official LINE account grew 296.62% to 304,223 members, establishing a valuable digital asset for ongoing tourism engagement.
Innovating to Impact
By turning the festival itself into a media platform, dentsu X demonstrated how immersive experiences can generate organic attention without relying on large-scale advertising investment. Through strategic IP partnerships, creative experience design, and local tourism integration, the campaign expanded Chiayi's nationwide visibility, stimulated tourism activity, and built lasting digital connections with visitors.
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