Case Study: Powering Amazon Japan's K-Beauty Glow Up in Shibuya
Amazon Japan took over MEDIA DEPARTMENT TOKYO in Shibuya for six days and filled three floors with nineteen of Korea's most exciting new beauty brands, most of them meeting the Japanese market for the first time.
We made the whole building tappable.
280,083 taps in six days
| Visitors given a connected wristband | 12,753 |
| NFC taps across the event | 280,083 |
| Played the stamp rally | 91% |
| Engaged with all 19 brands | 60% |
| Products saved to come back to | 3,979 |
The number that matters to a brand
60% of everyone at the event actively engaged with every single brand.
That is the hard part of experiential marketing, solved. Not "we hope footfall finds you on the third floor" — near-total coverage, for the brand by the escalator and the brand in the far corner alike.
The floor filled at 11am and never emptied: roughly 36,000 taps an hour, straight through to close, with no lunch dip.
Legitimate helped drive this level of massive engagement, and had the data and metrics to back up the success of the event.
How it worked
Every visitor got an NFC wristband — their passport to the venue. Every product in the building carried a Legitimate NFC tag. By registering their wristband, customers could keep track of their favorite products. Tap a product's NFC tag and product details were immediately show, along with the ability to save their favorite product and access the Amazon product page. Customers could buy it there and then, or save it for later. No app to download, nothing to install, no queue.
The wristband also unlocked a stamp rally across all three floors, with sample rewards tiered at 10, 15 and 19 booths. Each booth had an additional NFC tag that created movement within the venue itself, driving customers from one booth to another. Over 7,500 visitors completed the entire stamp rally.
Everything ran in the phone's browser, in Japanese or English at a tap. The wristband carried each visitor's progress, so it was waiting for them at the next booth without a login.
Brands visited, per stamp rally participant · 11,617 participants
Engagement compounded into intent
What was extremely interesting was that the more engaged a visitor was with the stamp rally, the more likely they were to save a product. This proves that active experiential campaigns drives tangible results. Visitors who skipped the rally saved almost nothing. Visitors who completed it saved at more than twenty times that rate.
Share of visitors who saved at least one product, by brands visited
The rally was not a novelty running alongside the event. It was the mechanism that turned attendance into product attention — and every step of it was measured.
Two audiences, and you can tell them apart
The week delivered two different crowds, and the data separates them cleanly.
Unique visitors per day · the five full trading days
Products tapped per visitor · same five days
Although Saturday and the weekend brought the most people through the door, opening day brought the ones who were the most engaged: they tapped roughly four times as many products each, and saved them at three times the rate.
Both are valuable, and now they carry a price tag each. A brand chasing trial should buy the opening. A brand chasing awareness should buy the weekend. Before this event that was a hunch; now it is a number.
It worked for brands of every size
Every one of the nineteen brands converted attention into saved products at 29% or better.
The biggest name on the floor, medicube, took 17% of all product taps. But the strongest conversion belonged to smaller-footprint brands — JUNGSAEMMOOL and TIRTIR turned attention into saves better than anyone, on a fraction of the traffic.
Reach and conversion are different races, and for the first time each brand could see exactly where it placed in both.
Why it's repeatable
The mechanic is not specific to beauty, or to Shibuya, or to Amazon. A connected wristband, tags on real products, and a reason to visit every brand will move an audience through any venue — and every step of it comes back as data you own, not data you rent from a platform.
Your product becomes the channel.