The user participation type cross-media promotion for NEC new mobile phone. Devices used included real press conference/terrestrial & "one seg" TV drama/PC&Mobile/"Second Life"/Newspaper article and Event.It characteristically featured a web-based drama to encourage audiences to view the continuation via terrestrial TV.The actress opened her blog to reveal her love affair problem as the main story. The drama proceeds based on comments posted to the blog.Finally, she made up her mind on the spot affected by the blog comments, which was broadcast as a "live drama" via terrestrial TV.This romantic drama broadcasted live drew a great deal of attention from all over Japan!

Broadly three challenges were set for the newly launched mobile phone promotion.1. Obtain users’ awareness, empathy and understanding of the product features.2. Contribute to actual purchase.3. Establish a new promotion approach.It was considered over five months together with an advertising agency followed by the actual promotion that started one month before the product launch.The drama was broadcast once via terrestrial TV before Christmas while One seg broadcasting disseminated a password and ring tone via data broadcasting. The final ending was broadcast live via terrestrial TV.