Pocari Sweat, a sports drink company, took on the challenge of providing live feeds for all 5,000 competitions in all 30 events from the tournament. Everyone wants to cheer on their friends and heroes as they strive to perform their best. In providing an answer to this universal wish, we attempted to demonstrate that Pocari Sweat is a brand for all athletes devoted to their sport.

A staff of more than 1,700 people using 107 video cameras and mobile Wi-Fi technology streamed the heat of the battles from all 5,000 competitions in all 30 events live throughout Japan. We also handed out samples of Pocari Sweat beverages at the sporting venues. In this way, we supported athletes both physically and psychologically.

We generated an audience more than seven times larger than the roughly 600,000 spectators that attended the tournament in person. When surveyed, 80 percent said their trust in and goodwill toward the brand had increased, 60 percent said their intention to purchase had risen, and 50 percent said they had actually purchased more of the brand’s products.