The objective was to increase the number of visitors. Since peaking in 1987, the number of visitors to the Ikuno Silver Mine had been continually decreasing. The mine was only able to generate interest among mainly the aged, partially due its existence as an old silver mine – a rather mundane tourist attraction. However, this only generated a few new visitors. In order to increase numbers, it was necessary to target the young generation, which the mine had been previously unsuccessful in attracting, with contents young people would find interesting.

Creation of contents with impact -> become an online topic -> increase fan base ->resulted in a promotional story that increased the number of visitors

Detailed contents:

1. Release of an idol group like single and music video

2. Production of a concert at Ikuno Silver Mine.

3. Creation of a website containing the profiles of all 60 group members

4. Sales of fan goods

5. Direct contact with members via social media, etc.

The result was an immediate countrywide media rush caused by the impact of an idol group composed of mannequins. Japanese young persons became fans of this radical group and visited the mine to meet their favorite members.