Kddi Corporation Promo, Case study SINGING TWEET by Dentsu Inc. Tokyo, Projector

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Satoshi Takamatsu
Producer Tatsuaki Ashikaga
Agency Projector
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: IIDA MOBILE PHONE
Agency: DENTSU
Date of First Appearance: Feb 19 2010 12:00AM
Entrant Company: GROUND, Tokyo, JAPAN
Entry URL:
Executive Creative Director: Satoshi Takamatsu (ground)
Creative Director/Planner: Koichiro Tanaka (Projector)
Director/Planner: Izumi Horio (IMG SRC)
Technical Director/Planner: Qanta Shimizu (IMG SRC)
Technical Director/Flash Engineer/HTML Engineer: Taku Ichihara (IMG SRC)
Art Director/Designer: Takayuki Sugihara (Roughark Interaktiv)
Art Director/Designer: Atsushi Fujimaki (IMG SRC)
Project Manager: Tatsuhiko Akutsu  (IMG SRC)
System Engineer: Hiroyuki Hanai (S2Factory)
Planner: Shimpei Oshima (Projector)
Producer: Tatsuaki Ashikaga (IMG SRC)
HTML Engineer/Designer: Aya Tominaga (IMG SRC)
System Engineer: Koichi Arakawa (S2Factory)
System Engineer: Takuho Yoshizu (S2Factory)
System Engineer: Jun Kuriyama (S2Factory)
Music: Kuchiroro (LLP10℃)
Flash Engineer: Teruo Nakanishi  (IMG SRC)
Flash Engineer: Yuichiro Katsume (IMG SRC)
Media placement: Website - Twitter - 19.Feb.2010
Media placement: Mobile - none - 19.Feb.2010
Media placement: Social Media/mixi - mixi - 30.Mar.2010

Results and Effectiveness
Singing tweets became an immediate hit, and as of April more than 200,000 songs have been generated. Analysis of access indicates that the over user of 60% of people whoor more that have had a go at creating singing tweets have also visited iida's official website. Singing tweet is a completely new, branded SNS that uses music as the vehicle of communication.

Creative Execution
Music is automatically generated to the mutter of 17-character tweet. A melody is randomly chosen from the 9 available, and the artificial voice synthesiser, vocaloid, will sing the tweet. You can send this singing tweet to a friend's mobile phone with a push of a button. Or send it to your own mobile and use it as your ringtone. You can also use it as a blog part. But if you're a tweeter, the best way to enjoy this tool is to synch it directly with your Twitter account. All you have to do is click twice, and you can upload your singing tweet to your Twitter timeline.Your followers will be able to see your 17-mora tweets and the link to the singing tweet. Click and listen to the singing tweet. You can also reply to it, too.

Insights, Strategy & the Idea
We focused on 'Haiku', that is a traditional form of poetry that every Japanese person has written at some point in their life. It is the world's shortest form of poetry. That is why we created a communication tool that lets people tweet in 17 characters. An extremely short tweet. But each tweet is comes with a melody. Singing tweet campaign – a new form of communication that uses music as the vehicle.