SCAD is collaborating with Universal Studios Japan to research and develop concepts for promoting visitor interaction and experience through content, merchandising and marketing. 

Introducing the Gear Up! campaign. This concept combines spontaneity and the love for the Universal Studios family to encourage visitors to immerse with the park even on rainy days. 

Kicking it up with interactive characters on the Japan Railway to start off the rainy day. Marketing the park on billboards and signifying that the park is still open to all.

Universal Studios characters announce the hunt for the Gear Up! hidden pop up booths that are only available on rainy days. Visitors can purchase these spontaneous raincoats in packs of their choice, but will be surprised with an unexpected Universal character when the rain hits!

Raincoats will have a designated QR code that can be scanned to show a secret map to VIP access with a Universal Studios character. Visitors can have the opportunity to take sticker photos with their designated character and print it for memories.

Finally, a flash mob parade at the end of day to encourage all Universal Studios family members to immerse with the rain and enjoy the park's presence!