We fueled our targets’ fascination by making the campaign site,TV-commercial, product packaging, and premium item with a mysterious tone just like "The Da Vinci Code" and hid various hints/keyword in ads andproduct packaging for the mystery. Also, by making the participantsvirtually travel around the real locations being associated with “TheDavinci Code” by Google Earth made the mystery confusing - whether it isreal or virtual? This made the mystery bigger to them.

The campaign (total budget of only $100,000) ensured the limited edition box-set sold out in a few days. Its community on the biggest Japanese SNS “Mixi” became very popular and was ranked 4th as a popular community in two weeks. The campaign got 600,000 participants and more than 300,000 DVD purchasers.