We created a robot powered by rechargeable Evolta batteries. The robot travelled the length of the famous Tokaido road, Japan’s main artery between Tokyo and Kyoto. The robot’s task was to average at least 10 kilometers per day on the 500-kilometer journey, which included a torturous mountain stage consisting of 18 kilometers of steep inclines. Only one recharge per day was allowed, so there was a real risk of the challenge failing due to dead batteries. The robot travelled on public roads along a preplanned route, and a live feed of its progress was carried on Ustream.

As well as the enthusiasm of supporters along the route. The public’s interest was aroused, as intended, by people’s love of watching others fail.RESULTS:7,000 Twitter followers and about 35,000 tweets.Approximately 850,000 Ustream viewers in total.4.3 million page views at the campaign web site.Equivalent of USD 10 million value in publicity exposure.In just two months, Evolta’s awareness level rose from 48 percent to 58.2 percent and its market share climbed to 41 percent (an increase of 6 points).