The digital promotional campaign for TBS Television's drama "Hold my hands in Twilight" aimed to create a strong presence and engage potential viewers nationwide. The drama tells the story of a young man and woman experiencing shifting emotions, much like the twilight. With over 40 drama programs starting simultaneously on TV and online, the challenge was to leave a lasting impact and attract viewers. The solution was a campaign that turned twilight into an advertising medium using augmented reality (AR). By combining the web app's time-specific functionality with GPS location data, an AR experience was created that appeared when viewers pointed their phones at the twilight between 4:00 and 6:00 p.m local time. This innovative campaign allowed people from all over Japan to participate and interact with the drama's unique content.
The results were remarkable, with various sunset photos trending on Twitter during the designated time, generating a total AR experience time of 1,229 hours. The first episode of the drama trended as the number one topic on Twitter worldwide. Additionally, the drama achieved over 2.6 million distributions, ranking it as the highest-rated TBS Tuesday drama to date.
This professional campaign titled 'The Twilight Ads' was published in Japan in January, 2023. It was created for the brand: TBS, by ad agency: I&S BBDO. This Digital, Experiential, and Integrated media campaign is related to the Media and Movies industries and contains 1 media asset. It was submitted 4 months ago.
Agency: I&S BBDO