Posts Tagged ‘commercial’

Today’s J-blip: Seiyu social TV commercial

Monday, August 27th, 2012


The diver had a matchmaking party in a sumo ring?

The latest commercial from supermarket chain Seiyu has customers calling the shots. The marketing department supplied only the vaguest scenario, “something falls.” The rest of the who, what, where and when of  the “Seiyu Social CM” were put to an online poll. Participants choose the person and the location from a multiple choice list that brings to mind a Japan-specific version of who-dunnit board game Clue.

An Yahoo News article tried out some of the possible combinations from the choices given, including: “A female shell diver is at a ramen shop having an argument when her zipper falls.” Voters, however, were far more earnest in the message they sent the company. “Supermarket” got the most votes for the “where” and “prices” was one of the top choices for what they wanted to see fall.

With voting now over, the crowd-sourced commercial is set to air Sept. 15. (Spoiler alert: The winning scenario sees a psychic at the supermarket engaging in a suspicious transaction, when a mysterious lever falls.)

‘Support angels’ are always there, thanks to AR and AKB48

Thursday, August 18th, 2011

Ever get the feeling your computer support techs are playing around in their futuristic offices? No? Not even just a little? Hewlett Packard’s summer “Support Angels” campaign features TV commercials with members of all-girl pop group AKB48 enacting that fantasy.

Yes, there is an interactive experience, powered by augmented reality, embedded in this promotional fan. Pretty cool, no?

Meanwhile, in the real world, the company is launching a campaign for new new 24/7 support service in Japan that blurs the line between offline and online advertising. They’ve set up a big interactive display outside the east entrance of Shinjuku Station, a popular night-out meeting spot. A TV screen, the size of a small stage and ringed in neon, plays a slideshow of AKB48 members posing in headsets and the OL-of-the-distant-future costumes from the commercial. People hanging around the area are encouraged to interact digitally and physically: Tweets that are hashtagged “support angel” (#サポートエンジェル)  scroll instantly across the screen. And at smaller monitors nearby, people can win prizes by taking a quiz. (Electronics are the big prize, but everyone who plays will get at least a branded bottle of water.)

You can take the interactive experience home, too. On a recent hot night, they were giving out paper fans. The disks have a silhouette of a woman in a box on them. When you go to the website and aim the fan just so at your computer’s webcam, the silhouette activates an AR version of AKB48 member Yuko Oshima. You can interact with the image and use your webcam to take a photo side by side.

Can she help with your tech troubles? Nah. “It’s called ‘Support Angels’ because it’s like they’re always looking out for you,” said a young man staffing the display outside Shinjuku Station. “The support people aren’t really AKB48,” he clarified. But the AR gadget gives you something to play with while you’re waiting for a real tech to fix your computer.


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