A New York based, 3-day fan-friendly pop-up experience promoting the Anime shows Undead Unluck, Tokyo Revengers and Sandland streaming on Hulu. The immersive Animayhem experience invited guests to enter into Hulu’s playground, discover the home of the most in-demand titles and snag the best giveaways.

CHALLENGE

As the home of the most in-demand Anime titles Hulu, in partnership with Anime NYC, tasked 2Heads with concepting and delivering an unforgettable and immersive experience to unite both legacy fans and new fans together in celebrating all things Anime.  All while exploring what’s new from the streaming giant and appreciating what makes Anime so popular: exciting storylines, imaginative characters, and a relatable multiverse.

INSIGHT

Anime is one of the fastest growing medias and is loved across multiple generations making it hugely important to ensure the experience honored the origin elements while highlighting exciting new content. It was imperative to have an experienced team, with a strong focus on creative that created awareness around the in-demand Anime titles and flawless execution that increased percentage participation and increased social engagement. 2Heads and Hulu worked together to bring their vision to life, creating an immersive experience that stood out in a crowded convention and ensure brand awareness through thoughtful giveaways.

SOLUTION

2Heads fully produced, managed, and executed the immersive fan experience with Anime NYC and the Javits center for the full-on weekend. This included all ideation and creative execution, set design, production, oversight on giveaways and storyboarding for the experience. Over the 3 days guests were invited to experience the Anime titles,  show off their cos-play, get the best Insta photo opportunities, hang out with their favorite characters, and get the best giveaways from the Boba Tea Drop powered by LW Orchestrations.

RESULTS

• Total Attendance: 30,000
• Boba Tea Dropped: 5,000
• Social Impressions: 500,000+