The Brief

The main aim was to promote a new album by FACT (a band active in Japan, and internationally) named `WITNESS`. The second aim was to express thanks to fans for their 15 years of support. The brief was to surpass previous special promotions by FACT, and use new techniques to surprise and inspire both fans, and newcomers.

Describe how the promotion developed from concept to implementation

The project used 4 phases, and relied on viral marketing. By taking advantage of preexisting assumptions fans and the public had about FACT, and the nature of normal web advertising, the promotional materials were spread organically by users. The use of a `trick site` meant users would spread the promotion themselves, increasing views and helping to create a narrative around the promotion. The goal was to thank fans, but also to promote the new album to fans and newcomers. By using viral content, with surprise elements, the fan community was more deeply involved.

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

There were approximately 11,000 shares (counted via URL hits) and 160,000 plays of the end video. The target audience was the FACT fan community, many of whom actively speculated about the "mystery videos", and grouped together to try and find clues. Social networks played a major role, with the fan community using them to share, and collaborate. This not only strengthened fan-band relations, but also fan-fan relationships. The campaign was minimal, but used viral marketing to extend album sales and downloads far more than a standard campaign of this size.

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

FACT have many long term fans, so allowing them to spread and speculate about the material themselves was a vital part of the campaign. The use of viral, and deceptive "tricks" also helped to remind fans that FACT are devoted to innovation. The use of a countdown, followed by a "standard" video, was designed to draw comparisons to other bands, and to break expectations that fans and music lovers may have. Bands like FACT rely on their core fans, so giving these fans the power to promote FACT to newcomers was vital to the campaign.