In Japan, branded entertainment and content have been mainly driven by the clients’ preference for advertising that mainly communicates conventional product information and produces a quick sale promotion effect. Consequently, there is still a large gap between entertainment contents that functionally engage consumer participation and Japanese-style branded entertainment with a focus on product information-centric advertising. In order for Japanese consumers to be more receptive to branded entertainment, how much freedom of content expression can be exercised is the key issue.

By synching TV and SNS, we developed a platform that transformed conventional TV media into an experiential content media. In detail, the TVCM was pre-announced using SNS. The anime character in the TVCM called on TV viewers to use Twitter to help him in real time and the tweets sent by viewers were reflected as visible elements in the anime contents. Exploiting this platform, the campaign successfully engaged the young target in a brand story over a period of about 1 month.

By engaging the young target in a brand experience over a period of about 1 month, the execution helped build a friendship between the target and the product. Over the total campaign (original + 2 sequels), sales increased a total of $8,750,000. Compared to the previous campaign sequel, sales increased 134%. Compared with the beginning of the campaign, the number of Twitter followers increased 209% during a period of a little over a year. Immediately after the TVCM aired, the campaign key word was No. 1 in Google’s word ranking. The TV drama during which the TVCM was aired enjoyed a 0.4% increase in average viewer ratings. Also compared to the drama’s average viewer ratings immediately prior to the TVCM airing, the average post-TVCM viewer ratings increased 1.4%.