The Brief

The objective of Google and Crypton was to increase the number of creators on the Web. Virtual singer “Hatsune Miku,” by Crypton, is a software that sings whatever melodies and lyrics that are input. Around Miku, there is an unique people-driven culture---someone writes a song, then someone else draws an illustration from that, inspiring another person to make a 3D animation, and so on---forming a creative chain. The TV commercial itself was made by casting actual creators who are behind Hatsune Miku, produced within the creative chain of the music software, received the permission from all online videos inspired by the virtual singer. The promotion of this creative chain led to the future possibilities of creativity on the Web, activating more people to participate in creativity on the Web.

Describe how the promotion developed from concept to implementation

Google and Crypton demonstrated the culture of Hatsune Miku, a music software by Crypton to increase the number of creators on the Web. We made an anthem to celebrate this creative freedom on the Web, and had virtual singer Hatsune Miku perform it. Then, for the song, we consolidated the creators on the creative chain and their works into a film. This symbolic film was widely shown on TV, Youtube, and outdoors all over Japan. From there, we held a 3D concert that opened with the anthem, with the world as its audience.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion of Hatsune Miku and the further expansion of the creative chain on the Web led to media coverage in 40 countries, US$25 million worth of free publicity, distribution of the anthem to 216 countries, number 1 on both iTunes overall chart and Amazon, and 3.5 million YouTube views of the symbolic film. On top of that, the film and anthem inspired a large body of fan-made derivative works, and received more than 10 million total views.

Explain why the method of promotion was most relevant to the product or service

The method of promotion was the most relevant to the music software Hatsune Miku was that the film that epitomizes the people who create on the Web, and a song that is an anthem for creative freedom, led to the continuation of creativity by inspiring even more people to participate in this chain of creativity on the Web. This campaign effectively demonstrates Google’s ability to instigate a global movement that led to a culture of creativity on the Web.