The Brief

We asked the general public about their dreams. Then we held a massive event that invited 79 lucky baseball fans to make their dreams come true. To make the dreams of average fans come true, pro baseball players from several teams came together for a one-day dream match-up. We planned a huge PR blitz through coverage in wide-ranging media that would generate a huge response throughout the country as people watched the fans live out their dreams.

Describe how the promotion developed from concept to implementation

We staged a baseball match-up that pitted 79 lucky fans against a team of 25 pro players from various teams and leagues. All the fans' dreams, such as "I want to play against pros" and "I want to be a manager," were realized in this one match. Footage from the event was made into a commercial and aired on TV and online.

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

With 4600 airings of the commercial on TV and online between January 24 and February 28, as well as views on YouTube and exposure in PR media, our product reached the number one share in the market. On Twitter, lots of users voiced their enthusiasm: "I laughed and cried!" "I wish I had been there!" Media included the TV commercial, YouTube, and PR (TV, print, online). YouTube commercial: 713,583 views Making-of documentary: 228,512 views 7709 likes on Facebook Exposure in 16 TV, 93 print, and 322 online media PR equivalent of $3,770,290 (383,740,186 yen)

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

In a world inundated with advertising, people no longer turn their heads at ads that simply promote products.