Reconnecting Anime Fans and Gamers

Demon Slayer: Kimetsu no Yaiba – The Hinokami Chronicles

Client: Aniplex Inc.

With Demon Slayer becoming a cultural phenomenon, the game adaptation faced sky-high expectations. LampTokyo designed a two-way promotional strategy to bridge anime and gaming audiences, creating a shared emotional touchpoint that resonated with both communities.

ISSUE 課題

  • As a nationally beloved IP, Demon Slayer demanded exceptional game fidelity and quality
  • Over a year had passed since the anime’s last major chapter, requiring reignition of public buzz
  • The competitive fighting genre posed potential barriers for casual anime fans
  • The campaign needed to balance immersive storytelling and broad playability while showcasing a wide cast of beloved characters

STRATEGY 戦略

Interactive Fan Marketing to Turn Fandom into Engagement

＜Objective＞

Position The Hinokami Chronicles as a standout console title by forging emotional connections between anime fans and gamers.

＜Target Audience＞

  •  Demon Slayer fans (ages 10–40, anime/manga enthusiasts)
  • Fighting game players / PS4 & PS5 users
  • Casual fans unfamiliar with gaming

＜Approach＞

  •  Faithfully replicate the original’s world through graphics and cinematics to meet fan expectations
  • Leverage the star power of the voice cast to center messaging around “character love”
  • Execute a three-phase strategy to channel core fans’ enthusiasm into broader awareness across SNS and media

PLANNING 企画

A Three-Phase Campaign to Spark Buzz, Build Empathy, and Drive Hype

Phase 1｜Building Anticipation

  • Teaser rollout introducing the launch of the Demon Slayer game
  • Staged releases of the first trailer, key visuals, and character artwork

Phase 2｜Generating Empathy

  • Share development updates through channels like Kimetsu TV and gaming magazines
  •  Highlight characters and storylines via voice actor features and developer interviews

Phase 3｜Accelerating Hype

  • Launch a full-scale campaign using TV ads, OOH, and SNS
  • Strengthen reach with packaging reveals, pre-order bonuses, and livestreaming campaigns

CREATIVE クリエイティブ

  •  Visual Design: Supervised by Ufotable to deliver top-tier animation fidelity
  • Copywriting: Emphasized the experiential value of “Beautiful Swordplay Action” born from the Breathing and Forms
  •  User Experience Design: Balanced deep immersion via Story Mode with accessible competitive gameplay
  •  Media Mix: Combined presence in Weekly Shonen Jump and core gaming media for dual-channel reach
  •  Social Strategy: Layered UGC initiatives—character GIFs, hashtag challenges, voice actor video content
  • Event Activation: Leveraged TGS, Jump Festa, and Kimetsu Fes to create campaign peaks and social moments

ROLL 担当領域

  • Brand and marketing strategy development
  • PR and social media planning
  • Promotional campaign planning and execution
  • Production of promotional video content
  • Planning and production of terrestrial and web TV content
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アニメファンとゲーマーを、つなぎ直す。