Overview

This is a new type of experiential facility where you can encounter creatures that you could only see in illustrated books while wandering through a space that combines digital and reality, feel their breath, and take steps to encounter other creatures, allowing you to immerse yourself in such a world. Within a unique “flow of time” that condenses a day into 24 minutes, you can enjoy encountering various creatures that appear in the changing scenery of morning, noon, evening, and night as time passes. You can walk around the museum with the navigator item “Record Stone,” which allows you to detect creatures that appear in the museum and record them, and learn the names of the creatures you encounter and the reasons for their behavior.

URL: https://zukan-museum.com/

Activities

① A project that is part of Shogakukan’s 100th anniversary celebration

Prior to the opening of this museum, a press conference was held at Shogakukan’s regular press conference. As part of Shogakukan’s 100th anniversary project, information was disseminated about the company-wide, meaningful initiative, and exposure was gained in national newspapers and business media, fostering a sense of anticipation even before the opening.
② Held previews for media and influencers to gain exposure that leads to attracting customers from all angles

Prior to the opening, previews were held for media and influencers, respectively. By attempting to maximize both exposure as news for publicity and exposure as information stored on social media, we were able to connect to “information dissemination that leads to actual customer acquisition through searches.”

③ Continuously acquiring TV exposure, where exposure leads to more exposure

Because there was a lot of exposure in newspapers and on the web before the opening, we focused on approaching TV programs after the opening based on that exposure. Using existing exposure and using the fact that it is a facility that is attracting attention as evidence, we created angles for introducing the facility from various perspectives, and promoted it so that “exposure leads to the next exposure, leading to even greater exposure.” As a result, the total length of TV exposure exceeded 80 minutes in half a year from the opening, contributing to recognition and customer acquisition.