MEDIALIFE set out to redefine how audiences connect with storytelling by transforming Netflix’s Sakamoto Days into a live, participatory extended reality fandom experience.
The objective was to produce a frictionless, always-on activation that invited fans to step into one of anime's most iconic cliffhangers instantly, then revisit and share the experience through portable, real-world touchpoints.
The goals were to: (1) remove the historic app-download adoption barrier that prevents mainstream audiences from engaging with augmented reality (AR), (2) convert passive viewership into participatory fandom by anchoring AR media to physical real-world touchpoints, (3) enable repeatable engagement that could scale across hundreds of retail locations without specialized hardware or staff training, and (4) deliver measurable performance tied to individual AR-activated units and placements.
Success meant fans could access AR media in seconds, even in high-traffic settings, and return repeatedly because the format invited sharing and replay. For partners, success meant clear visibility into depth of engagement, repeat behavior, and conversion outcomes. Ultimately, the activation aimed to establish a new benchmark for experiential merchandising: emotionally resonant storytelling delivered through physical products and retail assets, at scale.
The strategy for MEDIALIFE's Sakamoto Days AR media program was to meet fans where discovery naturally happens and remove every barrier between curiosity and immersion. MEDIALIFE treated physical merchandise and retail displays as “portals” into the story, then delivered a browser-native extended reality experience optimized for mobile web so fans could launch instantly without an app download.
Key features included seamless one-tap/one-scan entry, AR media anchored to real-world surfaces at life-size scale, and an analytics framework capturing engagement duration, repeat interactions, and call-to-action behavior. This enabled real-time performance evaluation by placement type, venue, and individual unit, and iteration based on real-world usage.
MEDIALIFE embedded entry points directly into physical assets: NFC-embedded stickers (tap to launch) and QR codes on life-sized retail standees and promotional print (scan to launch). This dual-trigger system ensured reliable access across devices, ages, and environments, from crowded convention floors to everyday retail settings. It also made the experience portable, allowing fans to revisit, re-share, and re-engage beyond initial points of distribution.
Execution required coordinating stakeholders across different timelines and constraints, including Netflix, media partners, production vendors, and a network of 150+ comic and manga retailers. MEDIALIFE operated as the central integrator, delivering turnkey, end-to-end implementation spanning creative translation, asset production, QA, deployment support, and ongoing monitoring. The program included standardized build specifications, production workflows, QA requirements, deployment guidance, and a measurement layer that enabled unit-level tracking and optimization across locations.
MEDIALIFE overcame three core challenges. First, fragmented collaboration: multi-party alignment across creative approvals, asset production, logistics, distribution, and on-site support was addressed by consolidating stakeholders into a single execution pipeline and playbook. Second, technological friction: MEDIALIFE engineered for fast load times, reliability, and a near-zero learning curve, ensuring the experience was intuitive for kids, families, and superfans alike. Third, physical-to-digital scaling: deployments had to perform across varied lighting, connectivity, and venue conditions. MEDIALIFE adapted rapidly on-site while maintaining a consistent experience, including experimental geospatial placements that anchored AR media based on end-user presence in surrounding real-world environments near major convention hubs such as Anime Expo and San Diego Comic-Con.
MEDIALIFE proved that immersive storytelling can be effortless, scalable, and measurable across retail and live events.
With zero paid media, the activation sparked cultural momentum across fandom communities, retail partners, and the anime industry. For fans, it created “core memories” in comic and manga stores and at major conventions. By making the extended reality experience portable through take-home, re-engageable physical touchpoints (stickers, posters, magazines), the activation extended experiential entertainment beyond a single venue moment and into everyday life.
Results demonstrated both depth and repeatability. The activation delivered a 35% call-to-action conversion rate and strong session duration: NFC touchpoints averaged 3m 22s per session and QR touchpoints averaged 2m 37s. Repeat behavior confirmed genuine pull, not one-time novelty: NFC touchpoints generated 5.46 repeat interactions per unit, and engagement increased 11% two weeks post-distribution, indicating sustained discovery and sharing.
Live-event performance validated reliability in high-noise environments. At Anime NYC (148,000 attendees), peaks reached 1.7 attendees engaging per minute. At San Diego Comic-Con, the excitement extended beyond the convention footprint with two earned mentions on local San Diego news stations.
Retail outcomes showed downstream value and scalability. AR-activated placements converted point-of-sale displays into interactive fandom touchpoints. Top locations produced hundreds of unique interactions per unit, including 683+ unique interactions at Toy Tokyo and 500+ unique interactions at Forbidden Planet in New York City. Retail partners reported uplift in Sakamoto Days manga sales. Earned coverage, including Den of Geek and Bleeding Cool, reinforced browser-native, AR-activated merchandising as a scalable, revenue-driving category for entertainment IP.
