Launch of Pilot Program for 'New Utility Pole Advertising' in Naha, Okinawa: A Collaboration Between 'PicTrée' and Okiden Kigyo

Digital Entertainment Asset (DEA) and Growth Ring Grid (GRG), the operator of the civic-participation social contribution game 'PicTrée,' have announced a partnership with Okiden Kigyo, a subsidiary of Okinawa Electric Power, to launch a pilot program for 'DenDen,' an interactive utility pole advertising service using QR codes, in Naha City, Okinawa, starting in July 2026. Today, May 28, is 'Utility Pole Advertising Day,' and this initiative aims to verify the new social value of utility pole advertising.

[Background of the Pilot] While utility pole advertising has long served as a medium for local navigation and public information, it has faced challenges such as difficulty in measuring effectiveness, passive engagement, and lack of flexibility in content updates. This collaboration seeks to address these issues.

[What is 'DenDen'?] 'DenDen' is an advertising package that combines traditional utility pole ads with QR codes and a dedicated website. By scanning the code, pedestrians can participate in lottery-style content and receive coupons, providing an experience that bridges the physical and digital worlds. Furthermore, by linking with the game 'PicTrée,' it can encourage foot traffic through in-game missions.

[Pilot Program Details] Over the course of about one year in parts of Naha City, the companies will verify the visualization of advertising effects, the creation of continuous touchpoints through lottery content, and the habituation of users through stamp rallies. The companies are currently recruiting 10 advertisers to participate in the pilot and experience this new advertising format.