To become a salient topic of discussion on Twitter, one of the fastest expanding social media in Japan, we created a virtual parade for the users and their followers. The parade visualises the user's happy relations with all of their friends, which provided a social motivation for them to tweet about the parade.

After one week from launch, the parade gained so much popularity that a tweet about it appeared once every one to two minutes on Twitter. In that week alone, more than 80,000 parades were made, and it reached more than 500,000 views, and counting.