Posts Tagged ‘K-On’

Merchandise boosts ‘K-On!’ movie sales

Friday, May 6th, 2011

Though the “K-On!” movie is yet to open in the future on Dec. 3, J-Cast observed that on movie tickets completely sold out on April 29. Why had the sales spiked so much prior to the movie’s release? It turns out that ardent fans were desperate to get their hands on limited-edition merchandise.

Movie goers who order a ticket to see “K-On!” in advance get the perk of a clear plastic file that depicts a character from the anime drama. There are five files to collect and fans have been buying up to five tickets together in order to collect each one. Some fans even camped over night to get their mitts on these desirable slivers of brightly colored plastic. Stocks are now running low and a cinema in Kumamoto, for instance, reports that it has run out of the special files.

“K-On!” merchandise has been insanely popular. Back in November last year we reported on Lawson’s “K-On!” campaign. The convenience store sold specially branded K-On! snacks as part of a special campaign, some of which were so popular that they immediately sold out. This caused a huge commotion on the net among disgruntled “K-On!” fans who pride themselves on owning complete collections of all “K-On!” merch.

If you haven’t heard of “K-On!” before, here’s the takeaway: It’s a gentle, light comedy, bursting with saccharine sweet cuteness. Debuting in April 2009 on TBS, it follows the fortunes of five cute high school girls who decide to start a music club and a rock band is born.

The runaway success of the K-On! movie campaign is sure to inspire marketers to get busy to create similar limited-edition items.

Some konbeni snacks with your favorite anime?

Friday, November 12th, 2010

K-On! goods displayed in Lawson convenience store

K-On! goods displayed in Lawson convenience store

Pop culture and junk food are a perfect combination: Both are brightly colored, easy to consume and totally moreish. Personally I can while away whole afternoons watching anime while stuffing potato chips and chocolate down my gullet. Sure,  I end up feeling a little sick and ashamed at the end, but while it lasts, the experience is sublime.

Space Battleship Yamato drinks at Family Mart

Space Battleship Yamato drinks at Family Mart

That’s why convenience-store tie-in campaigns that target anime and movie fans make so much sense. A limited-edition K-On! Choco Snack has proven to be hugely popular, so popular that Gigazine discovered that it had disappeared off the shelves of the local Lawson within hours of going on sale Nov. 9.  In addition to the K-On! Fair at Lawson, this month Seven-Eleven and Family Mart are also running campaigns. Here’s a round up of what’s on offer:

  • K-On!, an anime about five high school girls who form a band, is the focus of Lawson’s campaign. K-On! fans can purchase special yaki-soba sandwiches, cold cocoa drinks, sticker sets and caramel corn. Fans can also accumulate points by buying Gogo no Kocha drinks, which then qualifies them to win lottery prizes that include T-shirts, K-On! figurines and a custom-made electric guitar.  Lawson is also selling K-On! phone cards, K-On! figurines (from Nov. 16) and tote bags (that can be purchased on Loppi). The campaign runs until Nov. 29.
  • Fans of One Piece should set sail for Seven-Eleven. Customers who spend over ¥700 can enter into a prize draw to win special pirate-themed One Piece booty. Some drinks also come with a free cell-phone strap.
  • To promote the upcoming release of “Space Battleship Yamato,” Family Mart is running a special campaign until Nov. 29. Customers who spend over ¥500 can apply for a special lottery to win movie-themed goods. Sweetening the deal, Yamato-themed pastries and drinks are available.

Anime fan pilgrimages help boost tourism

Friday, October 22nd, 2010

A new anime set in Ashikaga, Tochigi Prefecture, seems set to revitalize the city’s flagging tourist industry. Since the anime “Yosuga no Sora“ (above) went on air Oct. 4 the local government and tourist office of Ashikaga have been deluged with enquiries about visiting the city. But it isn’t the first case of popular anime sparking a boom in local tourism, as Kuki, Hakone and Kyoto have all become popular destinations among hardcore anime fans.

Perhaps the biggest success story is Washinomiya, a beautiful shrine located in Kuki, Saitama Prefecture, that provided the backdrop for “Lucky Star.” The surge in tourists has revitalized the town, partly thanks to sales of  ”Lucky Star” branded souvenirs. Even the mikoshi at a local festival this year was decorated with “Lucky Star” characters.

In November the area will host a special matchmaking event called otakonkatsu” (organized dating for otaku), providing an opportunity for single shy anime fans to hook up. Interest in the event saw daily visits to the chamber of commerce and industry’s website rise from around 500 to over 10,000, though some men were peeved that women could attend for free whereas men have to shell out ¥8,000 to participate.

Though already a popular tourist spot, Hakone is getting an extra boost from “Evangelion“ fans who often make a pilgrimage to the area to view places featured in the smash hit anime. There’s now an official map of the area especially for fans called the Hakone Hoken Map.

Kyoto, featured recently in both the hugely popular “K-On” and in the cult hit “The Tatami Galaxy,” is another well-established tourist destination that’s profiting from otaku tourism. Earlier this year we reported that “K-On” fans were putting up ema plaques at a shrine featured in an episode depicting a “K-On” school trip. (If you’d like to visit these spots yourself check out The K-On Guide to Kyoto.) More recently, “The Tatami Galaxy,” which is set entirely in Kyoto, was featured in the travel issue of Spoon magazine, which included a travel guide to the sites shown in the cartoon.

Tourism tie-ups aren’t limited to anime/manga. As Pulse, and everybody’s blogging brother, reported in August,  fans of Konami’s virtual dating game Love Plus got a chance to live out their fantasy dates in Atami (the latest version of the game Love Plus + featured an option to go sightseeing in the seaside resort town). Fans who went on the tour could take augmented reality photos of their Love Plus girlfriends, fill in a special stamp book at sightseeing spots and buy Love Plus/Atami souvenirs. The augmented reality photos, available to iPhone customers, superimpose an image of your virtual date onto the actual background, though it was noted by Game Watch, that there were some proportional glitches. In one instance, the digital girlfriend appeared to be as tall as a building in the real-world backdrop. Bug or a programmer’s private joke – you decide.

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