The main objective of this campaign was to engage multicultural audiences through a multi-tactical campaign that raised awareness and built excitement and viewership around the Tokyo Vice series. We aimed to achieve this through content capture, engaging multicultural influencers, and creating memorable experiences and building awareness to over 20+ local Japanese businesses, while staying true to Japanese culture, language, and traditions.
To celebrate the premiere of Tokyo Vice, we selected a few culturally relevant influencers to take on an immersive scavenger hunt in LA’s Little Tokyo, where they went from one Japanese business that we partnered with to the next to ultimately uncover a hidden speakeasy experience inspired by the gritty and seductive world of Tokyo Vice.
This created an elevated experience not only for the influencers engaged in the actual hunt, but also for the influencers' followers on social media who were able to learn about the series and follow along their journey, resulting in organic reach and buzz. A curated list of multicultural tastemakers and press were in attendance at the speakeasy.
Partnerships with and donations to 20+ local Japanese businesses inspired and resulted in positive impact for all parties involved. We wanted to engage the local Japanese community in an authentic way that allowed them to promote not only their businesses as part of the campaign, but also what drives success in their everyday workings. Their input and perspective played a heavy role in how we brought the campaign to life.
The influencer-driven scavenger hunt and speakeasy party both proved successful as seen by the large amount of organic social posts, comments, likes, and positive chatter. We also executed a social takeover on @tokyovicehbomax handle with our hashtag #TokyoViceTakeover, sharing posts from our paid influencers and speakeasy guests. Through both these experiences, we were able to reach diverse audiences, create engaging content, drive local partnerships, and promote Japanese owned businesses and the series, which all led to incredible social buzz that generated the following social results:
-3,013,300 Unique Following
-80 post delivered (Delivered 381% of contracted)
-168 activation attendees