In Japan, terrestrial broadcasting is still quite popular and so the TV advertising market is still thriving. Because of this environment, a majority of the advertising on TV is commercials. Even sponsoring a program is not yet popular. Considering such a situation, it is not an easy challenge for an advertiser to take a lead in designing a TV show.

Our idea was to create the world’s first 'live interactive TV show,'where the audience can participate in creating a music video for theSony Music artist Karmin on live broadcast.People were encouraged to download the 'Dot Switch' app to theirsmartphone and tablet devices, prior to the airing. As they watchedthe show on TV, they were able to push the 'Dot' on the app, and the13 machines on the set either "Crashed" or "Failed" depending on thetotal number of pushes. The names of participants appeared on the“Social Board” in the set and also as subtitles. The live broadcastwas streamed on the site simultaneously, and people without smartphones were also able to join in from their browsers.The completed music video was shared on YouTube, which had an endcredit with all the names of people that participated during the show.

More than 20,000 people have participated in this program from the app and website, and the over 7m pushes were recorded.

Among the 13 machines, 11 of them were successfully activated and 2 of them failed, which actually added authenticity to the live show.

As a result, the program has generated huge amount of publicity equivalent to ¥130m. Also those engaged with the campaign showed the willingness to recommend the Sony Brand by 20% more than those without, and successfully revitalised the Sony brand.So far, the completed music video has gained over a 100,000 views on YouTube.