We wanted to promote the attraction as a mysterious and magnificent experience, focusing on the background story and stressing it is more than a simple free-fall ride. People mostly visit Tokyo DisneySea in groups, so we aimed at generating WOM to make it topical: “Did you know about...?”, “Why don’t we go?”, etc. To generate WOM, we classified three target groups in terms of innovation interest level and opinion leadership level. Setting up targets, choosing media, and dispatching information were all conducted based on this principle.

With the “well-informed” group (high innovation interest and opinion leadership levels), we used AD cards and movie-like flyers to attract them to RPG games and podcasting on the Web to hear the story, making them feel privileged and stimulating their desire to tell others.

Next, we stimulated the “talkative” group (low innovation interest, high opinion leadership) to inform others by suggesting the attraction would become fashionable through collaboration with magazines and TV programmes.On top of that we stimulated the desire of the low innovation interest level group to know more through limited-information mass advertising and sensational sampling events.