Sapporo Summer Karaoke Program

Tasked with creating a summer program that focused on entertainment the team and I brainstormed several approaches - with strong ties back to Japan and a lively digital activation our clients chose karaoke as the platform. With print pieces living in both the on and off-premise environments we took care to customize messaging wherever possible for greatest impact. Additionally, knowing that this is an entertainment based program we strove to engage and amuse at each touch point ... even on coasters which are often viewed as a throwaway. We had a blast generating three part pictographs for some of the most popular karaoke tracks of all time, and even more fun watching coworkers solve them.      

We well understood our demographic’s love of .gifs and provided them the means to creation as a form of digital contest entry. Through a simple process fans were able to generate unique stage names based on preferred music genre, record or upload footage and then complete entry while being provided their own custom .gif for use as they pleased. 

Lastly, as a result of shooting this program we were able to negotiate rights to the outtakes and deliver social content vastly superior to the competition’s in-house iPhone photography.