Brand to Fan Engagement

ClientHulu
Services
Live
IndustryMedia
ProjectAnime Expo 2023
LocationAnaheim Conference, Los Angeles

Hulu was the must-visit destination at this year’s Anime Expo. With exclusive giveaways and thrilling activations, anime fans were fully immersed in the world of their favourite titles.

Powering up at Anime Expo

In the vibrant world of anime and pop culture, few events hold as much significance as Anime Expo LA. For fans and creators alike, it’s a celebration of creativity and community. This year, Hulu, a leader in streaming entertainment, teamed up with 2Heads to create an unforgettable brand experience for fans.

01 The Brief

Elevate the Anime Experience

In 2023, Hulu sought to expand its footprint in the anime community by promoting its new adult animation and anime hub, Animayhem. With intense competition from other streaming platforms, Hulu aimed to solidify its position as the go-to destination for anime content.

Hulu’s objective at the Expo was to create an unforgettable, immersive experience that would resonate deeply with the Anime community, driving fan engagement and loyalty in a competitive market.

Given the success of previous Hulu activations, the challenge was to push the boundaries even further by integrating interactive elements that would captivate attendees and align with Hulu’s brand identity.

02 The Challenge

Creating Loyalty through Memories

We were challenged to create a powered up Hulu world that placed the fan right into the shoes of their favourite characters; an immersive experience that resonated with the unique culture and passion of the anime community and brought to life their most loved titles in a way that will stay with them for a long time.

We developed a comprehensive strategy centred around the concept of “loyalty through memories” and proposed six distinct activations, each tied to a popular anime title available on Hulu. These activations offered fans a unique opportunity to interact with their favourite content in a way that was both personal and memorable.

The activations were designed not just as attractions, but as experiences that would encourage fans to associate their favourite anime moments with Hulu, thereby strengthening their emotional connection to the platform.

The activations included a themed photo booth for the latest release Suicide Squad Isekai, a personalised calligraphy station for Bleach fans, a punch bag game inspired by Naruto, and a Dragon Ball Z plasma ball challenge. The booth also offered fan-favorite giveaways like boba tea, power banks, and exclusive pins. These activations were planned to not only engage fans but also amplify Hulu’s brand presence, aligning it with the passion and energy of the anime community.

03The Process

Planning

The Hulu booth was a meticulously crafted space, designed to immerse fans in the worlds of their favourite anime titles. Each of the six activations was designed to appeal to different aspects of the anime fan experience, ensuring that there was something for everyone.

Design

Fans were invited to step into the world of the latest release, Suicide Squad Isekai, by snapping photos at a themed booth that celebrated the anime’s unique style and characters. This activation was particularly popular with cosplayers, who took advantage of the opportunity to capture their costumes in a setting that matched the anime’s aesthetic.

Creative Thinking

At the Bleach activation, professional calligraphers created personalised souvenirs by writing fans’ favourite characters’ names in Japanese. This activation was not only a nod to the cultural roots of anime but also provided fans with a tangible memento that they could take home, further cementing their connection to the Hulu brand.

Interactions

For fans of Naruto, a punch bag game tested their strength and offered a fun way to engage with the show’s themes of perseverance and personal growth. This activation encouraged repeat visits, as fans returned to try and beat their previous scores, creating a buzz around the booth.

Content

In keeping with the interactive nature of the event, an arcade-style gun game was set up for Mission: Yozakura Family. This activation provided fast-paced fun and was a hit among fans who enjoy the action-packed nature of anime. The Dragon Ball Z activation allowed fans to power up with a plasma ball, imitating the iconic “Kamehameha” move from the series. This experience not only thrilled fans but also provided a perfect photo opportunity, ensuring that memories of the event would be shared on social media.

Giveaways

After experiencing the activations, fans could relax in the Hulu lounge, rehydrate with boba tea, and charge their devices. This area was a hub of activity, where fans mingled, shared their experiences, and received Hulu-branded power banks and Hit-Monkey pins. The giveaways were carefully timed and managed to ensure maximum engagement, with fans lining up well in advance to claim their prizes.

04 Solution

Engage the Community

The results of Hulu’s presence at Anime Expo LA were outstanding, with the booth becoming a central attraction of the event. Over the course of four days, the booth saw a total attendance of 22,200, with each day bringing a steady flow of visitors eager to engage with Hulu’s activations.

The activations not only showcased Hulu’s dedication to the anime community but also set a new standard for fan engagement at large-scale events.

The data says:

The Suicide Squad Isekai photo booth facilitated 1,244 photo sessions, with fans sharing their experiences online
The calligraphy station offered 2,000 personalized papers, and was so popular that supplies ran out, demonstrating the high level of interest and engagement from fans.
The Naruto punch bag game and the Dragon Ball Z plasma ball challenge attracted continuous lines, with fans returning multiple times to interact with the content.
1,500 boba teas were distributed, drawing crowds who lined up for more than an a hour
3,000 power banks and 1,940 Hit-Monkey pins were given away, each one serving as a reminder of Hulu’s presence and a functional keepsake that fans could use long after the event.

Hulu’s immersive experience at Anime Expo LA 2023 focused on forging stronger connections with fans, enhancing brand loyalty and setting a new standard for experiential marketing in the entertainment industry.