Kyoto City has signed a contract for contracts in September last year to promote Yoshimoto Kogyo's talent as a “Kyoto City Enthusiasm” for film festivals and city measures held in the city.News World Ahmed
The contract is to pay a total of 1 million yen as compensation for the popular comics combination “Miki” from Kyoto City to promote the city's efforts on Twitter. Based on this contract, the two performed a tweet that promoted “Film Festival” four times last year. These tweets were confirmed in advance by Kyoto City, but there was no mention that it was an advertisement for the city. Instead, it was described as “Kyoto City Raising Corps” with a hash tag.News World Ahmed
Regarding this, Kyoto City said that it had not intended to do so-called “Stema”, which was to hide the fact that it was advertising, and “ I thought that it was an advertisement, so I would like to try a more transparent method in the future. "
"Do not misunderstand consumers"News World Ahmed
Regarding word-of-mouth advertisements using SNS, the “WOM Marketing Council”, an industry group, has set guidelines and requires SNS operators, advertising agencies, advertisers and other members to follow.News World Ahmed
The guideline stipulates that when an advertiser provides money to the sender of word-of-mouth information, the advertiser should be clearly indicated and that money has been provided. This time, the manga-comb tweet made based on the contract with Kyoto City stated “Kyoto City Enthusiasm”, but there was no mention of “PR” or “Advertisement.News World Ahmed
Prof. Hiroshi Yamaguchi of Komazawa University, who was involved in the creation of the guidelines, said that Kyoto City and Yoshimoto Kogyo are not members of the council and are not obligated to follow the guidelines. To prevent misunderstandings, ”it is desirable that companies that use SNS, even if they are not members, use PR in their word of mouth. You should pay more attention to whether you are.News World Ahmed