From the official channel: announcing a new collaboration project to promote "Sakura Night Fever"…
I'm kinda guessing here, but I think they want university students across the country to submit photos/videos of cherry blossoms as spring moves north. Like watching the leaves turn in autumn, but in reverse…
Anyhow, a first installment from Fukuoka…
EDIT: I can't tell if having them visit the local university idols was a special surprise or just the first of more events to come. There's nothing on their official website about this (yet).