We needed to generate buzz for the most strategically important game of 2006 for Microsoft Xbox 360, to surpass the competing Nintendo Wii and Sony PS3 introduced in the same period. The key idea was to transform the virtual game experience into a real-world experience, realised in Shibuya, the geographic center of Japan's youth culture. Consumers go to Shibuya to seek stimulation and share new experiences which we gave them, thereby magnifying the buzz that we created so it spread throughout Japan.

The game software was purchased by half of all the Xbox 360 users in Japan. Within two weeks of beginning this promotion, we gained the number one word ranking for blog searches, according to Technorati.

To communicate that this game is about a protagonist whose shadow becomes a dragon when he fights, we created an interactive outdoor advertisement where people play with their shadows in Shibuya, center of Japan's youth culture. We combined our online interactive experience design technology with our sensing technology, developed for media art installations, to create a previously inconceivable real-world interactive experience where shadows were projected as animations on a giant wall in real time.

The target was Generation-Y gamers who grew up with the Internet and buzz-influencers who gather in Tokyo's hottest area.We effectively and successfully reached this audience using outdoor media and the Internet in an integrated fashion.