DENTSU TEC, Tokyo / KIRIN BEVERAGE / 2014
We asked the general public about their dreams. Then we held a massive event that invited 79 lucky baseball fans to make their dreams come true. To make the dreams of average fans come true, pro baseball players from several teams came together for a one-day dream match-up. We planned a huge PR blitz through coverage in wide-ranging media that would generate a huge response throughout the country as people watched the fans live out their dreams.
We began asking for dreams from the general public in April 2013.
Starting with the teaser commercial in October 2013, the details were spread through announcements in commercials, online, and social media. Using a press conference, we made the call for amateurs who wanted to take on pro-baseball players. Their dreams came true on January 5, 2014, and footage from the match-up was aired as a commercial that ran until February 28, 2014.
With 4600 airings of the commercial on TV and online between January 24 and February 28, as well as views on YouTube and exposure in PR media, our product reached the number one share in the market. For the brand as well, many people told us how excited they were about the commercial, leading to a boost in brand image.
On Twitter, lots of users voiced their enthusiasm: "I laughed and cried!" "I wish I had been there!" "Thank you for the excitement!" Media included the TV commercial, YouTube, and PR (TV, print, online).
YouTube commercial: 713,583 views
Making-of documentary: 228,512 views
7709 likes on Facebook
Exposure in 16 TV, 93 print, and 322 online media
PR equivalent of $3,770,290 (\383,740,186)