First, episodes users could sympathize with were produced and distributed through the web two weeks leading up to the campaign, along with songs composed exclusively for those episodes.Once the campaign got under way, a campaign website that included the above episode was linked up to the Yahoo! Korea website and Subway Tail Books, the world’s first attempt at a short-story based subway platform promotion strategy. Those who became interested in Subway Tail Books were then allowed to take pictures of the promotional materials using their mobile phone cameras and directly leave feedback on the To You! website.

Featuring a subway line map structure, the campaign’s website (toyou.yahoo.co.kr) offered opportunities to partake in the episodes that were exposed offline and provided easy-to-understand descriptions on Yahoo! Korea’s ten-year anniversary.The episodes were edited into song lyrics, which were then sung by professional artists. The recorded songs were uploaded to the campaign website and even officially released as digital singles to yield greater interconnectivity with initial campaign episodes.In addition, arrangements were made with ten partners (Burger King etc.) to distribute printed and other promotional materials throughout their nationwide chains in inducing greater campaign participation.