The My Melody & Kuromi Spring Party was an extensive, multi-phase activation in 2023 designed to celebrate the Year of the Rabbit and the legacies of two iconic Sanrio characters. The event kicked off with "Welcoming Haru," a digital-first phase where fans completed AR-filter missions on Instagram to win limited-edition prizes, effectively building early buzz.
The highlight of the campaign was the on-site Spring Party Walk at Waterway Point. Participants embarked on a scenic 3.5km trail along the Punggol Waterway, completing over 30 interactive mini-games and puzzles via a dedicated mobile app. This gamified approach transformed a standard walk into a competitive and immersive experience, allowing fans to check in at various zones to support either Team My Melody or Team Kuromi.
To ensure inclusivity, a "Spring Sprint" virtual run followed, allowing participants in Singapore and Malaysia to clock distances between 3km and 15km at their own pace. The initiative was widely recognized for its premium character merchandise, including drawstring bags and a unique rotating finisher medal that featured different character designs on each side. This diverse engagement strategy successfully brought the Sanrio community together through a blend of physical activity and digital play.
