| Title | TREND COASTER |
| Brand | YAHOO! JAPAN |
| Product / Service | YAHOO! TREND SEARCH |
| Category | B02. Use of Other Digital Solutions in a Direct Marketing Campaign |
| Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
| Entrant Company | HAKUHODO KETTLE Tokyo, JAPAN |
| Advertising Agency | HAKUHODO Tokyo, JAPAN |
| Production Company | DOT BY DOT, JAPAN |
| Production Company 2 | AID-DCC Osaka, JAPAN |
| Production Company 3 | TOKYO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazuaki Hashida | HAKUHODO Kettle Inc. | Creative Director |
| Kyosuke Taniguchi | Dot By Dot Inc. | Creative Director |
| Saqoosha | Dot By Dot Inc. | Technical Director |
| Shota Hatanaka | HAKUHODO Kettle Inc. | Planner |
| Chiharu Shimizu | HAKUHODO Kettle Inc. | Planner |
| Yusuke Tominaga | Dot By Dot Inc. | Planner |
| Keitaro Kamijo | HAKUHODO Inc. | Producer |
| Yusuke Mera | AID-DCC Inc. | Web Director |
| Yuichi Takatani | dot by dot Inc. | Art Director |
| Takayuki Kitai / Saho Ishii | AID-DCC Inc. | CG Designer |
| Yoshiaki Kajiyashiki / Kiki Hasegawa / | AID-DCC Inc. | Programmer |
| Nobuaki Arikata / Kenshiro Nakashima | Kirifuda | Programmer |
| Takanobu Izukawa | dot by dot Inc. | System Engineer |
| Kenjiro Matsuo / Yuki Sezaki | Invisible Designs Lab. | Sound Producer / Designer |
| Shunichi Yamamoto | thrworks | Device Engineer |
| Akira Yamada / Haruyama Tomohisa / Utsushikawa Tatsuya | beatnik | Constructor |
| Kentaro Muraishi / Teiichi Ota | free | Special Thanks |
| Takuya Demura | Caviar | Movie Director |
| Toshiyuki Takei / Chiaki Ueta | TOKYO/TAIYO KIKAKU Co./Ltd. | Movie Producer |
| Hiroaki Sakai | TOW | Event/Pr Director |
Trend Coaster succeeded in creating the new relationship between "Yahoo Trend Search" and the target audience. Yahoo Trend Search is a service which counts the number of a certain word that is tweeted and forms it into a waveform graph. The problem was that everyone was not interested in these search results, because she or he did not understand how to utilize it. But, everybody wants to have a sense of trend. So we invented Trend Coaster, a virtual roller coaster driven by the search results. In this Trend Coaster, the more viral the word you search is, the higher and the more exiting the trend coaster gets. So it can stimulate their insight to be sensitive to trends. We created the new relationship that people want to try their sensibility to trends by Yahoo Trend Search.
After developing the Trend Coaster, we first held a development presentation. Then, we installed Trend Coaster at amusement parks and advertising conferences where the target audience often gather. We also let people have simulated Trend Coaster experiences on a website and mobile devices. Later on, the Trend Coaster was invited to many conferences and presented on many TV programs. A machine is now installed in the entrance of Yahoo! JAPAN and every day creators and marketers come to take a ride.
The target audience is young people who want to be sensitive to trends but do not use Yahoo Trend Search. And Trend Coaster is able to stimulate their insight. Because the more viral the word you search is, the higher and more exciting the trend coaster gets. In other words, the more sensitive to trends you are, the more exciting experience you get. So we provided an opportunity for them to test their trend awareness. Thanks to stimulating this insight, Trend Coaster got very popular and the waiting time in a queue was up to 2 hours.
Trend Coaster became an extremely popular attraction, with people waiting for up to 2 hours to ride. There were 37,971 ride experiences. It also generated more than $4,000,000 in free media publicity. We received requests to exhibit the Trend Coaster from many conferences as well as amusement parks. It is now installed at the entrance of Yahoo! Japan’s headquarters, and there is still an endless number of industry people who want to take a ride. We succeeded in creating the new relationship between "Yahoo Trend Search" and the target audience.