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In the official playlist that gathered her summer songs, demo sound source tracks with guide melody only, with no songs and of which song titles are symbols, appeared. In the following week, the key changed, the next week it contained only the chorus, and in the end only recitations by male voice that seemed to be the lyrics were delivered respectively. At the same time, they posted posters with lyrics only at Tower Records, and made the information of the songs open with subscription. In the meantime, fans imagined the completed songs and uploaded their own singing videos to SNS. In this way, they developed tactics with a story.
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Had the marketing team thought of promoting it this way, it would have been a great campaign. I had no idea fans did this until now. It would have been cool to showcase a website where people submitted their songs. Maybe even had a voting page for the top 3 or something and send out a prize of something like how they have TA giveaways.