The Campaign

We launched a proof-of-concept project that would use the power of IBM’s SoftLayer service and other cutting-edge innovative technologies to create an experience of the future—territory usually left to sci-fi novels and anime.

Creative Execution

In order to stir up interest and excitement, we first posted a video online announcing the project. People engaged in a heated debate on social media over the pros and cons and what the project could mean. We had succeeded in creating buzz around the project before it had even started. Out of over 100,000 applicants, 228 lucky testers were chosen randomly and invited to IBM Japan’s secret lab in Tokyo for a super-secret proof-of-concept test event. The project employed IBM’s SoftLayer service as well as other cutting-edge technological innovations in order to create the closest thing to a fully-immersive “full dive” experience of the future as there ever was, to the surprise and delight of the testers. Video reports and reactions posted online by the test subjects quickly made their way around the globe, catching the attention of media outlets and technologists and sparking a full-blown social phenomenon.

Within 3 days after the launch, it became trending keywords on Twitter, Yahoo!, Google and Youtube, and the project achieved a social reach of over 120 million people—giving IBM Japan the most effective marketing effort in its history. Furthermore, a brand ranking survey conducted by Nikkei BP Consulting, Inc. placed IBM Japan considerably higher than its ranking the previous year. The company had succeeded in re-establishing its brand in the most powerful way.

IBM Japan gets a long overdue brand image overhaul with the realization of a proof-of-concept project allowing users to "experience the future"--subject matter reserved for sci-fi novels and anime--using the SoftLayer and other cutting-edge innovative IBM technologies. The project contributed greatly to improving IBM Japan's brand image among its users: over 100,000 applicants meant that participants had to be chosen randomly at 500-to-1 odds; the project was trending on major internet and SNS sites; the company had realized the most effective marketing effort in its history with 120 million social media impressions: the company jumped up considerably in Japan brand rankings.

In order to create a buzz over social media, we joined forces with the popular Japanese anime “Sword Art Online”, a property with a fanbase among internet users all around the world. Under the supervision of the creator of the series, we came up with an original “prequel” apart from the official story in order to fan the flames of excitement and hype both positive and negative for something truly newsworthy.