Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Hitting Back Against AI Accusations – Here’s Komatsu’s Latest Film

Brand: Komatsu

Campaign: Here’s to progress

Source: https://www.resume.se/marknadsforing/kampanj/japanska-bolaget-slapper-ny-animereklam-om-manresor/

Goal: To humanize the brand's heavy machinery and advanced technology in the context of historical innovations.

Media: anime film

Summary: Komatsu has launched its third anime film, 'Here’s to progress', produced in collaboration with Prime and Brikk, focusing on a future project to build on the moon. The film reflects on humanity's historic skepticism towards innovations and ties it to Komatsu's efforts in advanced technology. Despite accusations of being AI-created, the film was handcrafted by the animation studio Brikk.

Japan

Why Does ‘IP’ Work in the Age of Information Overload? Designing IP Utilization That Leads to Results

Brand: Shinfield

Campaign: Attack on Titan Collaboration Campaign

Source: https://www.advertimes.com/20260831/article554261/

Goal: Increase brand awareness and drive customer engagement

Media: Social Media

Summary: The article discusses Shinfield's marketing strategy using intellectual property (IP) from manga and anime to engage customers amidst information overload in the digital age. It highlights a successful campaign for a major cosmetics company that utilized 'Attack on Titan' to enhance brand awareness and consumer interaction, showing how the integration of beloved narratives and fan engagement can lead to significant marketing success.

anime brand engagement IP marketing Manga

Japan

Tough Gummy x My Hero Academia Achieves Over Double Store Turnover with Enhanced ‘Partner Feel’

Brand: Tough Gummy

Campaign: Tough Gummy x My Hero Academia Collaboration

Source: https://www.advertimes.com/20260824/article554628/

Goal: Create purchase opportunities for new consumers and enhance brand recognition

Claim: Bouncing deliciousness becomes your strength.

Media: Retail, social media

Summary: The Tough Gummy brand collaborated with the anime My Hero Academia to release special collaboration packages featuring popular characters, aiming to create purchase opportunities for new consumers and promote the messaging of being a supportive 'partner gummy'. The campaign, which included a contest for collaborative goods, resulted in a significant increase in store turnover. Positive consumer responses were observed on social media.

anime brand campaign collaboration support

Japan

Characters from VIVANT Appear in ‘Cute Forms’ with the Launch of Collaboration Products with Koala’s March

Brand: Lotte

Campaign: VIVANT Collaboration Products

Source: https://www.advertimes.com/20260806/article553165/

Goal: Promote collaboration products featuring characters from VIVANT

Media: Online store

Summary: The TBS drama 'VIVANT' has launched a collaboration with Lotte's Koala's March, featuring character-themed trading sticker seals and badges. The campaign introduces characters as koalas, with a total of eleven designs available for random selection upon purchase, exclusively on Lotte's online shop.

anime collaboration merchandise

Japan

Mobile Suit Gundam RG XARX-ZERO

Brand: Bandai Namco Filmworks

Campaign: RG Project

Source: https://brand-news.it/brand/tempo-libero/entertainment/bandai-namco-filmworks-rilancia-gundam-con-un-nuovo-universo-multimediale/

Goal: To launch a new multimedia universe around Gundam

Media: anime, video game, various other media

Summary: Bandai Namco Filmworks is revitalizing the Gundam franchise with a new multimedia universe called RG Project, developed with Kenji Kamiyama. This universe will include the upcoming anime Mobile Suit Gundam RG XARX-ZERO and the action game Gundam Rogue Orbit, offering fans a unique experience across different media perspectives.

anime Gundam multimedia

Global

Crunchyroll releases a lineup of new premieres, fan-favorite returns

Brand: Crunchyroll

Campaign: New Anime Lineup Launch

Source: https://campaignme.com/crunchyroll-releases-a-lineup-of-new-premieres-fan-favorite-returns/

Goal: Promote new anime premieres and returning favorites

Media: Streaming platform

Summary: Crunchyroll has announced a new lineup of anime premieres, fan-favorite returns, and season finales for the summer season, featuring various series that will simulcast weekly. The lineup includes titles such as BLACK TORCH, Mushoku Tensei: Jobless Reincarnation Season 3, and You and I Are Polar Opposites Season 2, among others. Each series offers subtitles and dubs in Arabic.

anime Crunchyroll premieres streaming

Japan

Next After Pokémon: J.League Communicates the Behind-the-Scenes of VAR and Decisions with ‘Detective Conan’

Brand: J.League

Campaign: Collaboration with Detective Conan

Source: https://www.advertimes.com/20260717/article550986/

Goal: Increase awareness of the J.League among Detective Conan fans and referees

Media: Television

Summary: The J.League is collaborating with the anime 'Detective Conan' by airing a special episode titled 'J.League Opening Whistle' on July 18. This campaign aims to attract Detective Conan fans to the J.League and enhance the understanding and respect for referees and VAR technology in soccer. The collaboration coincides with the J.League's transition to a new season start in August, marking a significant change for the league.

anime collaboration referees sports