The Medias U campaign featured an event where a Media personality (a celebrity with a huge Twitter following) was literally abducted and held captive. With the help of his followers, the Media personality then used his smartphone Medias U and its most distinguishing feature to escape. The interconnective game-style escapade unfolded simultaneously in both the real world and in cyber space.

"MEDIAS U is a Water, Dust&shock Proof smartphone that can connect to Twitter wherever it is."

Appealing with this fact with "big surprise" is very effective to show "MEDIAS U has a peculiar value completely different from the others".

32 million tweets were made on the day of the event alone, greatly contributing to the sharp increase in the product’s awareness level.