We made a sympathy-raising web film with the purpose of retaining customers for “the Game of Life,” Tomy Company, Ltd.’s long seller item. We did viral promotion specialized for social media to create buzz.

We set the real “Game of Life” at the airport, where people’s various lives cross each other.

Though the reactions of people who are not aware of the project, we aimed to have the viewers experience the concept of “the Game of Life,” such as surprise or joy, and topicalize it on SNS.

We poured advertising expenses into major media such as Facebook, Twitter and True View within two weeks after its release and encouraged viewers to share it.

We also posted an article on viral media, which was then reposted on various other web media, and successfully made it spread by the viewers.