SOUR/MIRROR by MASASHI QANTA SAQOOSHA HIROKI for Zenith

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SOUR/MIRROR

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Industry Records & Cinema Production
Media Case study
Market Japan
Agency MASASHI QANTA SAQOOSHA HIROKI
Director Hiroki Ono
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: ZENITH
Product/Service: INDEPENDENT BAND
Agency: MASASHI QANTA SAQOOSHA HIROKI
Date of First Appearance: Dec 9 2010
Entry URL: http://sour-mirror.jp/_award/en/
Creative Director/Director: Masashi Kawamura (Masashi + Qanta + Saqoosha + Hiroki)
Technical Director/Director/Programmer: Qanta Shimizu (Masashi + Qanta + Saqoosha + Hiroki)
Director/Programmer: Saqoosha (AID-DCC Inc., Katamari Inc.)
Director: Hiroki Ono (Aoi Advertising Promotion)
Programmer: Yuma Murakami (Masumasu)
Film Producer: Yasuhito Nakae (Aoi Advertising Promotion)
Film Producer: Hisaya Kato (Aoi Advertising Promotion)
Film Project Manager: Hidetoshi Nagamine (Aoi Advertising Promotion)
Musician: SOUR (ZENITH CO.)
Media placement: Micro-Site - Internet - 9 December, 2010
Media placement: YouTube - Internet - 9 December, 2010

Describe the campaign/entry
This is an interactive music video for the Japanese band SOUR. The song 'Mirror’ sings about the fact that everything and everyone around you is a mirror that reflects who you are. This lyric gave us an idea of a journey to find yourself through your connections with the friends and people online.

We developed this idea to create an interactive music video. By connecting to your Facebook, Twitter, and the webcam, every viewing experience will be customized according to your social network status. They will be taken on a personal journey with the band, through all the different day-to-day sites you visit such as Google Search, Google Maps, Twitter, YouTube, Facebook, and more.

Describe how the campaign/entry was launched across each channel in the order of implementation
In order to engage fans and increase their participation from an early phase, we successfully raised the $5,000 production budget through Kickstarter.

Then we made it possible for the fans to become a part of the video. We announced on Twitter that if the fans follow SOUR’s twitter account @SOUR_official, they can automatically become a part of the video. When they did, they became the colour pixel in the actual video. Their followers increased from 0 to 2,000 in the first 2 weeks and counting, which helped spread the news about the video.

We used Facebook & Twitter, the 2 biggest social network sites of the time, and by connecting to them, the visual experience was personalized based on the user’s social network status.

Give some idea of how successful this campaign/entry was with both client and consumer
When the site was launched, it gained over 150,000 viewers in just the first 3 days. Average time spent on the site was more than 3 minutes, which is an amazing number for a micro-site. This music video has got SOUR a lot of free PR on renowned news sites and blogs around the world. 2/3 of the visitors were accessing from outside of Japan, proving that this video has created buzz around the world, which is a great achievement for a Japanese indie band.