HAROiD Connecting with viewers in real time Realizing "LiVE CM"

HAROiD, a company developing businesses related to smart TVs and smart devices, applied its solution—previously used for interactive TV program features—to TV commercials. They developed "LiVE CM," where the commercial itself changes in real time based on viewer participation, triggered by a large number of viewers simultaneously operating their smartphones or remote controls. The first commercial utilizing this solution aired on July 12.

The commercial aired the same day during Nippon TV's "Odoru! Sanma Goten!! 3-Hour Special" (7:56 PM - 10:54 PM). The featured product was Kirin Beer's chuhai "Hyoketsu".

At the beginning of the commercial, freelance announcer Mariko Seyama appeared to explain the concept and encourage viewer participation. After a countdown ended, the TV screen was covered in ice. Viewers tapped their smartphones to break the ice and reveal the hidden "miracle music unit name" behind it.

The mechanism involved submitting the unit name as an answer on a smartphone site to enter a prize draw for a year's supply of "Hyoketsu".

Behind the ice, dancing and singing to catchy music were Tsukasa Saito from the comedy duo Trendy Angel and Yusuke Inoue from the comedy duo Non Style. The unit name was "Trendy Style".

According to the company, TV commercials remain a highly effective advertising medium, capable of delivering information impressively and timely to a broad audience. This holds true even as new devices like smartphones and tablets proliferate, significantly changing how viewers and users engage with media.

Furthermore, "LiVE CM" allows viewers to participate in the campaign using their TV remote or smartphone, with the results reflected in the commercial in real time. As a TV-based advertising product, it is expected to enhance viewer engagement beyond the effects of traditional TV commercials.

Kirin Hyoketsu Official Website:
http://www.kirin.co.jp/products/rtd/hyoketsu/