Instead of simply saying “the new launch of a remote control toy QFO” we decided to phrase it as “the new discovery of an unidentified flying object – the QFO!”We created a fictional Web log online two months before the release. The blog covers the story of a QFO researcher, Dr. James Peterson, who disappears mysteriously, and Dr. Takuma Ito, his partner, asking for information from witnesses on the blog. Followed by uploading the witnesses videos and photos related to QFO to the blog and YouTube.

QFO pre-order reached 100,000.Videos of QFO sightings became a much talked about topic and increased the traffic to the blog, and You Tube videos linked with the blog achieved over 150,000 hits. Personal blogs covering QFO stories continued to grow and reached over 1,000 when the product was released.