To create buzz for MTV Japan’s annual Video Music Awards Japan (VMAJ), we came up with the EyeDoll Hunt, a city-wide scavenger hunt in Tokyo.
We hid 200 colorful plastic EyeDolls around the city, with clues for finding them shared via MTV and our campaign website.
To create buzz for MTV Japan’s annual Video Music Awards Japan (VMAJ), we came up with the EyeDoll Hunt, a city-wide scavenger hunt in Tokyo.
We hid 200 colorful plastic EyeDolls around the city, with clues for finding them shared via MTV and our campaign website.
Finding an EyeDoll earned the participant tickets to the VMAJs and different giveaways pending the EyeDolls color. The rarest EyeDolls in silver offered VIP backstage passes.
Finding an EyeDoll earned the participant tickets to the VMAJs and different giveaways pending the EyeDolls color. The rarest EyeDolls in silver offered VIP backstage passes.
The campaign took off quickly, with EyeDolls being traded online and the press covering the story. Even when we planned to hide the last dolls, many had already deduced the location. The EyeDoll Hunt successfully engaged audiences and created a buzz for VMAJ without using traditional media.
The campaign took off quickly, with EyeDolls being traded online and the press covering the story. Even when we planned to hide the last dolls, many had already deduced the location. The EyeDoll Hunt successfully engaged audiences and created a buzz for VMAJ without using traditional media.
Media
200 EyeDolls, Launch ad on MTV, twenty-five clue idents on MTV,
web and mobile site, fly posters, and PR.
Markets
Japan
Agency
KesselsKramer, Amsterdam
Role
Art Director
Media
200 EyeDolls, Launch ad on MTV, twenty-five clue idents on MTV,
web and mobile site, fly posters, and PR.
Markets
Japan
Agency
KesselsKramer, Amsterdam
Role
Art Director
Selected work by creative director Nils-Petter Lövgren
