Our low cost campaign reached Japan’s many railroad enthusiasts, said to number around 100,000. Over 70,000 railroad otaku participated, flocking to au’s mobile phone content to crown the Otaku King of the Railroad. Through the quiz, we formed the largest railroad otaku community in Japan. As a result, we achieved our aim: getting people who normally don’t use mobile data service to spend many, many hours experiencing the enjoyment of mobile phone content.