Viral Marketing and You

When looking at viral marketing in the anime industry today, two series cross my mind. Haruhi Suzumiya and Lucky Star. Haruhi started in relative obscurity but quickly became the breakout hit of 2006 thanks to many factors. The out-of-order episode airings and overnight hit Hare Hare Yukai dance helped it soar to the top of the popularity charts. Kyo-Ani’s marketing soon put up their own SOS-Dan webpage to promote the show. The hardcore Haruhi fan checks it out and tells his or her friends about it. Curious anime fans check out the page and decide to watch the show to see what it’s about. Hook, line, and sinker.

Let’s look at the North American release for Haruhi. Bandai USA started hyping the show with live actors in cosplay performing skits relevant to Haruhi’s release date. The aforementioned videos could be found on a site called the ASOS Brigade. Viral marketing at its finest. See example provided above; Lather, rinse, and repeat.

Lucky Star. Self promotion at every turn. Recent episodes have started to feature outright Haruhi promotion with Konata’s Hare Hare dance and cosplay as well as a Haruhi commercial of sorts in episode 19 or 20. Surprised fans tell their friends to watch the show to see that it has Haruhi!!1! Zomg!

That’s my little rant for now. I’m not saying viral marketing is bad. You should just be aware of when it’s happening so you can laugh and have a good chuckle at it.