|Brand||SKY PERFECT JSAT|
|Product / Service||SKY PERFECTV! ON-DEMAND|
|Category||B08. Use of Mobile & Devices|
|Entrant||DENTSU DIGITAL INC. Tokyo, JAPAN|
|Idea Creation||DENTSU DIGITAL INC. Tokyo, JAPAN|
|Idea Creation 2||MEIJI UNIVERSITY Tokyo, JAPAN|
|Media Placement||DENTSU INC. Tokyo, JAPAN|
|Media Placement 2||DENTSU EAST JAPAN Tokyo, JAPAN|
|PR||DENTSU PUBLIC RELATIONS INC. Tokyo, JAPAN|
|Production||DENTSU DIGITAL INC. Tokyo, JAPAN|
|Production 2||PICT Tokyo, JAPAN|
|Production 3||FUTUREK Osaka, JAPAN|
|Kazuya Kishimoto||Dentsu Digital Inc.||Communication Designer|
|Hiroki Nakamura||Dentsu Digital Inc.||Advisor|
|Susumu Namikawa||Dentsu Digital Inc.||Chief Creative Officer|
|Masayuki Ueda||Dentsu Digital Inc.||Creative Director|
|Fumi Annoura||Dentsu Digital Inc.||Art Director|
|Kentaro Itonori||Dentsu Digital Inc.||Art Director|
|Shohei Bokoi||Dentsu Digital Inc.||Designer|
|Shuntaro Yoshii||Dentsu Digital Inc.||Producer|
|Yudai Kaji||DENTSU INC.||Account Manager|
|Tsuyoshi Shigemura||DENTSU INC.||Account Manager|
|Shinichiro Suzuki||Dentsu Digital Inc.||Creative Technologist|
|Ryotaro Yokoyama||Dentsu Public Relations Inc.||PR Planner|
|Akira Shintaku||Dentsu Public Relations Inc.||PR Planner|
|Yuichiro Iwata||DENTSU EAST JAPAN INC.||Account Manager|
|Tabito Furusawa||PICT INC.||Director|
|Yoshiyuki Dobashi||PICT INC.||Producer|
|Toshiya Maeda||Dentsu Digital Inc.||Editor|
|Muneaki Kanda||FUTUREK INC.||CEO|
|Noriaki Hosaka||FUTUREK INC.||Art Director|
|Mari Nozu||FUTUREK INC.||Engineer|
|Yoshitaka Watanabe||FUTUREK INC.||Engineer|
|Satoshi Nakamura||Meiji University||Professor|
We developed a smartphone browser app that blocks baseball spoilers. The app was designed so that not only would it cover the screen with an animated gif if it detected spoilers, it would follow up by running an ad offering coupons for products that fans may want to buy in anticipation of the game. In other words, it would be a new advertising platform that transforms spoilers into positive experiences.
The ubiquity of smartphones has turned spoilers into an unavoidable reality for sports fans nowadays. Due to the development of personalized recommendations, it has become easier for users to access the information they want to see, while the risk of being exposed to unwanted spoilers has increased. In Japan, where there are long working hours, 58.1% of fans of baseball—the national sport—say they have had games unwittingly spoiled for them. Sky Perfect JSAT, a satellite TV service offering on-demand pro baseball games, wanted to find a way to help their viewers avoid baseball spoilers and simultaneously increase engagement with them. Their goal was to transform unwanted spoilers into a positive experience that enhances the enjoyment of the game.
We developed a smartphone browser app that blocks spoilers and launched it in time for pro baseball season, working with Prof. Satoshi Nakamura of Meiji University, an expert on spoilers. We designed the app so that not only would it cover the screen with an animated gif if it detected spoilers, it would follow up by running an ad offering coupons for products that fans may want to buy in anticipation of the game.
Since iOS has more users than Android in Japan, we released the app on iOS. In announcing the app, we prominently featured the word “spoilers”—one of the most common social media topics. In this way, we hoped to fire up baseball fans of all demographics and appeal to their love of the game.
By extracting pro baseball terminology from text on news and fan sites and live broadcast tweets, we created an algorithm that can detect baseball spoilers. When first launching the app, the user is asked to select their favorite team and fandom level—settings that are used to determine what counts as a spoiler to the user. Every time the user visits a website, the app calculates the number of spoiler-related words and their relevance to determine the presence of spoilers. If there is a spoiler, the app blocks it with one of over 40 humorous animations.
Because the app’s launch coincided with the start of pro baseball season, the app was covered by over 170 media outlets for about 100 million yen in earned media. The app has transformed over 500,000 unwanted spoilers into positive advertising opportunities. It has also demonstrated a block rate of 99.89% and has a five-star rating on the AppStore. The success of the app has led to discussions for creating an app for other sports, such as soccer and tennis. “This changes everything.” from Twitter. “They made a whole app for this?!” from Twitter. “Now make an app for soccer!!” from Twitter.