Creative Execution

Both smartphone and "normal" videos were released. In the smartphone version "Black-FACT" appeared, and in the Youtube version "White-FACT" appeared, expressing falling FACT and FACT proceeding to the next generation. The smartphone version utilized smartphone technology to create a more interactive experience, such as the ability to shift the point of view etc. When synced up, both versions of FACT go back and forth between the 2 spaces, with members from one video disappearing and reappearing in the opposing video, creating parallel worlds for medium. This along with their musicality creates an addictive experience that encourages users to replay repeatedly.

News media reported the promotion like never before, and all reported on it. It received approximately 25,000 shares an the music video was replayed over 250,000 times. Along with this album sales increated accordingly and the album achieved 6th places on the Oricon Daily chart, and 10th of the Oricon weekly chart. This was a shockingly large effect for such a minimal campaign.

Domestic band FACT released a new album "KTHEAT". As an indie band, they had a limited budget and wanted as many people to listen to the song "The way down" as possible, as well as making the song topic, gaining fans, and increasing sales. However, in an age where music sales are low it was necessary to use special content to communicate their message, get fans attention and raise expectations. Based on the fact that over 60% traffic to their site is from smartphones, and in order to measure cost performance, the main experience of the campaign took place on smartphones. Using the unique nature of smartphones which require lots of scrolling, an interactive music video was released that fits the theme of the song title and lyrics by having the band fall down the world`s longest 3D space.