Dentsu Inc., TV Asahi, Hoichoi Productions, and Torque have jointly launched the "Tokyo Advanced Game" project, an experiential entertainment initiative linked to the worldview of a television program.

Dentsu Inc., in collaboration with TV Asahi, Hoichoi Productions, and Torque Inc., has launched the "Tokyo Advanced Game" project—an experiential entertainment initiative linked to the worldview of a TV program—along with the production committee "Edo Tokyo Laboratory" to operate it.

The "Tokyo Advanced Game" will unfold across the greater Tokyo area (primarily Tokyo) starting July 16. Anyone can participate by downloading a dedicated free app (※1) onto compatible devices. Participants become characters within a story based on the worldview (※2) of the ancient capital, Edo, as depicted in the TV Asahi program "Tokyo Advanced Date 2." They will challenge themselves to solve "mysteries" hidden within both "real" and "online" media. The story incorporates elements from TV programs, novels, movies, manga, music, and historical events. The "mysteries" embedded within the story are hidden everywhere: online, in everyday media (TV, radio, newspapers, magazines), in local shops and signs, and even in the music playing around town. Participants must physically explore their neighborhoods, continuously solving mysteries to reach the goal.

At the core of this game is a dedicated app that fuses AR technology (※3) with entertainment. When participants view objects at gates (locations) marked with AR markers using the app's magnifying glass tool, the app's "mystery-telling" function activates, causing objects throughout the city to speak "mysteries" to the participants.

This project also represents a new initiative where media and businesses, transcending group affiliations and competitive relationships, explore creating new touchpoints with consumers. Gates presenting "mysteries" to participants are installed with the cooperation of various companies based in the city, spanning retail, services, leisure, amusement, transportation, media, and more. These partner companies become co-creators of the game alongside the organizers, posing "mysteries" that leverage their unique characteristics.

For this project, Torque Inc. is developing the dedicated app, Hoichoi Productions is producing the "mysteries," TV Asahi is providing the program, and Dentsu Inc. is handling overall production.

(※1) Participation in the game is free, excluding some actual expenses such as communication fees and transportation costs required to view the "puzzles".
(※2) The World of "Tokyo Advanced Date 2": To announce the end of the Tokugawa shogunate, the Meiji government transformed Edo Castle into the Imperial Palace, created new wards and street names, and deliberately concealed "Edo" from public view. Subsequent earthquakes and air raids seemed to erase "Edo" completely. Yet, even now, shops and buildings dating back to Edo's time remain hidden within Tokyo. The worldview is set around exploring the ancient capital of Edo, hidden beneath modern Tokyo, alongside the program's heroine, Fumiko.
(※3) AR Technology: AR (Augmented Reality): Refers to the technology that uses computers or mobile devices to overlay digital information onto the real environment, or the environment itself with the added information.

■ Overview of "Tokyo Advanced Game"
1.Program
・"Tokyo Advanced Game" is set in the Tokyo metropolitan area, based on the worldview of "Tokyo Advanced Date 2," currently airing every Wednesday on TV Asahi.
※Airs every Wednesday at 1:41 AM (July 23rd broadcast airs at 2:05 AM)
*Broadcast times are subject to change
・Each episode features a rising actress playing a heroine with a passion for history, embarking on a "date to unravel history" while tracing the remnants of Edo left in Tokyo.

2.Game details and app download link
http://www.tv-asahi.co.jp/tokyopreciousdating/game/
The app will be available for download starting July 16, and the game will begin on the same day. Please note the app's usage period ends on August 24.

3.Recommended Environment
Compatible with smartphones (iPhone / Android).
・iOS 6.0 or later (iPhone 4S or later)
・Android OS 4.0 or later (Confirmed devices: Galaxy Nexus / Galaxy S3 / Galaxy S2 / Xperia GX / Xperia A / AQUOS PHONE SH-09D)
※Not compatible with feature phones (au / docomo / Softbank).

4.Important Notes
"Tokyo Advanced Game" is a free app, but data charges set by your mobile carrier will apply when using it.

 

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/0716-003783.html