Five Cross-Industry Companies Co-Create with 'Orange': The Full Story of Ponta's Gacha Campaign Supported by Croissant

We are pleased to announce that Loyalty Marketing, Inc. (service name: Ponta) has implemented 'Croissant', a no-code marketing tool developed and operated by on the bakery Inc. (Headquarters: Yokohama, Kanagawa; CEO: Yuya Ido). The company discovered that by combining a campaign design involving multiple companies under a common theme with the system mechanisms to support it, they could realize an integrated experience across different industries. For this initiative, the theme was designed as a positive chain-reaction concept: 'Orange connects hearts'. The implementation of prize distribution was assigned to Croissant's . Operating on a single platform, gacha games bearing the names of five cross-industry brands were launched simultaneously. This campaign recorded approximately 1 million spins*, marking the largest scale ever among companies utilizing Croissant. We are now sharing the full story of this campaign, which marked the first full-scale use of the serial code feature and ran for about a month with near-zero gacha operational workload. *As of March 2026, based on research by on the bakery Inc. Background: Searching for a Method to Bundle Different Industries into 'One Campaign' In March, as a new season begins, the Orange Dream Gacha Campaign was launched with the hope that 'consumers can welcome spring with a positive mindset'. Starting with orange, which is also Ponta's brand color, the project began as a positive chain-reaction campaign involving brands from various industries. However, joint campaigns across different sectors dramatically increase operational challenges, such as individual prize management and automated distribution. Amid these concerns, the use of Croissant was evaluated. The Overall Picture: The Cross-Industry Circle Connected by 'Orange' and the 'Serial Code Feature' 'Orange' was chosen as the common thread because it symbolizes brightness and positivity, and it perfectly aligns with Ponta's brand color. In conjunction with this theme, companies with a connection to orange were invited, leading to the participation of five cross-industry brands: telecommunications services, a major auto parts chain, an insurance company, and a food-tech company. Despite operating in completely different sectors, these five companies were naturally brought together by their shared connection to 'orange'. What made this design technically possible was Croissant's 'Serial Code Feature'. This system automatically distributes the coupon codes of participating companies without duplication, corresponding precisely to the gacha draw results. We are told this campaign was the first major instance where this feature was fully leveraged. 'Regarding the serial code feature, since we only needed to upload the CSV before the campaign started, we believe the operational burden was significantly reduced.' (Comment from Loyalty Marketing, Inc.) Furthermore, from the moment the gacha mechanism was decided, the design assumed the consistent use of Ponta's gacha illustrations for both the main visual and animations. Croissant's gacha function supports extensive presentation customization, allowing the unique worldview of the brand and the project to be translated directly into the user experience. The core of the campaign design was the specification: 'Draw 5 types of gacha once a day, for free, every day'. Furthermore, combined with a company-wide 'Secret Pass (a bonus added when SNS campaign goals are met)', the campaign simultaneously designed incentives for continuous participation and social media sharing. Results and Evaluation: Kept 5 Cross-Industry Companies Running for a Month with Near-Zero Gacha Operation Workload Numerical Results Five types of gachas, each bearing the name of one of the five cross-industry brands, were deployed simultaneously on the same platform for about a month. This resulted in approximately 1 million spins*, the highest ever recorded among Croissant clients. While setting up the gacha mechanics (configuring 7 to 10 gacha results for each of the 5 types) was not a trivial task, it was successfully completed thanks to the intuitive, no-code management interface. Once operational, all code distribution was completely automated, allowing the campaign to run for about a month with almost zero hours spent on gacha management. *As of March 2026, based on research by on the bakery Inc. Operational Evaluation What is particularly noteworthy is that these results were achieved under the complex operational structure of a five-company joint effort. Usually, in joint campaigns where multiple companies provide independent prizes, the workload balloons due to inventory management, cross-checking of code distribution, and individual coordination with each participating company. This time, we realized a system where the prizes of five companies were independently managed on the same platform while distribution was fully automated. Internal Evaluation and Feedback from Participating Companies 'The campaign, which featured the gamification element of a 'gacha', was highly evaluated internally for attracting a large number of users and securing the participation of five cross-industry companies.' (Comment from Loyalty Marketing, Inc.) Participating companies also provided the following feedback: - 'It contributed to expanding brand awareness through numerous exposure opportunities on the campaign page and social media.' - 'It created opportunities for many users to participate and interact directly with our brand.' Unexpected Effect: 'Spinning the Gacha Today' Became a Daily Routine The most unexpected outcome was that the act of spinning the gacha became established as a 'daily routine' for users. The 'once a day, every day' design naturally created a compelling reason to open the campaign site daily. The following sentiments were shared on social media: - 'I hope I win Ponta points.' - 'I'm spinning the dream gacha non-stop to get the secret pass.' This 'habituation' also occurred within Loyalty Marketing itself. 'Because the gacha mechanism allowed users to participate in the campaign while having fun, my impression was that many people within our company were also participating and enjoying it. I felt very happy when I heard colleagues saying things like, "Oh, I haven't spun the gacha yet today," just like a daily routine.' (Comment from Loyalty Marketing, Inc.) Future Outlook: Towards Campaigns Beneficial for Both Users and Participating Companies With the effectiveness of 'Cross-industry joint effort × Automated serial code distribution' proven in this initiative, the groundwork for the next project has been laid. 'I believe the design allowing each gacha to be drawn once a day made this a continuous campaign, unlike standard entry-based campaigns. Moving forward, we want to consider if we can use Croissant's mechanisms to implement campaigns that users can enjoy and participating companies can find beneficial.' (Comment from Loyalty Marketing, Inc.) Summary Uniting cross-industry brands through the common denominator of 'Orange' and automating prize distribution with the serial code feature. This combination was made possible because the serial code feature, gacha presentation customization, and no-code settings functioned seamlessly together. It transformed the complex operational structure of a multi-company joint effort into an environment where teams could 'focus purely on planning the initiative'. Croissant has truly become the foundation of Ponta's engagement strategy. Why not realize a 'joint campaign uniting different industries' at your company using 'Croissant'? Click here for consultations and demo requests. Company Name: Loyalty Marketing, Inc. (Service Name: Ponta) Location: Ebisu, Shibuya-ku, Tokyo