Case study
Client
TDK
Services
AR Experience, Event
Year
2026
Challenge
TDK’s components sit inside the technology people use every day, yet stay invisible. At the Formula E Tokyo E-Prix, with the Porsche Formula E Team, the brief was to make that story tangible to a mass audience on a busy three-day show floor.
Decision
Rather than one booth attraction, we built AR with three entry points: an on-site Pedestal, plus a take-home Card and Sticker so the experience could continue after the visit. TDK Within, a high-score game, added an SNS-post reward and a high-score prize to turn play into sharing. The team refined the experience on the floor each day from guest and client feedback.
Outcome
2,104 unique users and 3,812 AR sessions to date. Game participation grew every day of the event (59 → 93 → 108), and 526 people recorded a video of their AR experience. The take-home formats kept working after the event: Sticker users rose from 290 to 500 and Card users from 204 to 406, while the on-site Pedestal held at 630. The client told the team the experience was “better than yesterday.”
Key metric
2,104 unique users · 3,812 AR sessions · 526 video recordings (to date)
The work
The bet: a technology brand most people never see becomes memorable the moment they can hold it, play with it and take it home.
Context
TDK makes the magnetic, energy and sensing components inside everyday technology, including the cars on the Formula E grid. At the 2026 Tokyo E-Prix at Tokyo Big Sight, TDK and the Porsche Formula E Team needed visitors to connect the brand with that technology, not just walk past a logo.
What I produced
AR Pedestal: the on-site AR experience at the booth, from 3D production of the pedestal to launch.
AR Card and Sticker: take-home formats so guests could reactivate the AR after the event.
TDK Within incentives: the SNS-post reward (AR Card) and the high-score prize (cap) that turned play into sharing and repeat visits.
The numbers
2,104 unique users and 3,812 AR sessions to date (1,577 during the three event days)
Game participation up every day: 59 → 93 → 108 (260 total)
526 AR video recordings; 159 SNS-post rewards claimed at the event
After the event, take-home formats kept growing: Sticker 290 → 500 users, Card 204 → 406, while the on-site Pedestal stayed at 630
What we learned on the floor
Speed is the conversion lever: keep the QR code and marker close, minimize taps, shorten loading.
Physical take-homes extend the life of an event: when the Pedestal area got crowded, guests were handed a Sticker to “try at home”, and Sticker and Card use kept rising after the event closed.
Daily iteration pays: feedback from guests and TDK staff was turned into on-floor fixes each day.
What’s next
A web version of the AR experiences, so anyone can take part beyond the venue.
Remaining Cards and Stickers redeployed as incentives at sales and showroom touchpoints.
City and stage versions across the Formula E season.
Role
Producer: AR Pedestal (including 3D production), AR Card and Sticker, and the incentive and prize design for TDK Within. Delivered with the UltraSuperNew team.
