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Earth Celebration

Kodo’s annual music festival “Earth Celebration” (EC) held on Sado Island usually enjoys a large number of international guests, but after the 2011 earthquake and subsequent nuclear disaster, both expat and tourist numbers in Japan were way down.

To help spread the word around the globe and entice foreign guests to return to Japan and the festival, Kodo and consulting agency SCOP brought a team from Strategy to create global buzz through social media and stream the festival concerts live on the internet for the first time ever. The USTREAM broadcast got over 12,000 unique hits and the buzz on Facebook and Twitter was palpable, with Europeans tweeting about watching EC live with breakfast as members of the concert audience responded with best wishes from Japan.