Creative Execution

A series of YouTube videos featuring each band member playing individually was released. This was followed by a teaser site that included a 5 step count that advanced with each video release. This fueled fan speculation, and drove SNS shares. The countdown ended when the vocal video was released, and a "normal" (even "boring") video was released, convincing fans the promotion had ended. However, a special site was opened, which featured a "web music video". This video used flash to break both the 4th wall, and user expectations about the nature of web browsing.

The video gained significant attention on SNS sites, and was widely shared. Not only were current fan relationships cemented, but new relationships were formed and the new album was promoted. Fans were heavily involved in spreading the promotion, and this had a significant impact on sales and awareness. Number of SNS shares：Approx. 11,000(Only URL hits) WEB MUSIC VIDEO plays：Approx. 160,000 Total YouTube video plays：Approx. 340,000 Album sales：Approx. 30,000 copies Downloads：Approx. 5,000

The primary aim was to promote a 15-year anniversary album by FACT, a rock band active both domestically and abroad. The secondary aim was to express thanks for fans for 15-years of support, and to try and use them to bring in more fans for the future. The main audience was existing fans. The key concept was to create a mystery, and then use fans' preexisting ideas to surprise and delight them as they tried to solve it. This helped to communicate that FACT are still innovating, and that fans can expect new content that lives up to, and exceeds, their expectations in the future.