J&J ‘Advance Gakuen’ campaign Web site http://advance.jp.msn.com/ Student ID Student ID registration Traffic is driven across MSN and Windows Live platform to maximize reach to teenage school girls. Magazines Awareness of ‘Acuvue Advance’ is increased by an integrated campaign using TV, magazines and mobile. Registered users get ‘student ID’ to let them experience Advance Gakuen. Audio-visual room Users receive e-magazine called ‘Gakuen Tsushin’. Classroom Users are invited to submit their personal first-use of contact lens stories. A selection is compiled & broadcast on the site. Club activity Popular model held virtual open classes once a month on ‘finding new me’. Pre-hearing was conducted to promote active user participation. Posted from PC or mobile User could submit their photos, movies & stories.