Cross-sectional promotion involving Shibuya landmarks, initiative for the second season of the TV anime "Dandadan"

To promote the 2nd season of "Dandadan" airing July 2025, CCC Group and MBS ran Shibuya campaigns targeting youth and tourists, using landmarks and diverse media to expand the anime's audience. (Sep 5, 2025)

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What is "Dandadan"? Promotion of the second season of the anime in collaboration with Mainichi Broadcasting System

"Dandadan" is an occult horror battle manga that has gained great popularity both in Japan and abroad. The series features a unique story that combines the occult, science fiction, battle, and comedy, and the comics have sold over 10 million copies in total (※1). It was adapted into a TV anime in October 2024, attracting even more attention. The second season of the anime began airing in July 2025, and its popularity is growing.

*1 Including electronic version (as of April 2025)

Mainichi Broadcasting System (MBS), the anime's broadcaster, is also involved in the Dandadan Production Committee and is playing a leading role in promoting the anime's second season. There was a six-month gap between the end of the first season and the start of the second season, so in today's world where information and content are overflowing, we thought it was important to remind viewers of the work "Dandadan" before the broadcast began. In addition to existing viewers, they were also looking for promotional measures that would attract the interest of people who had never experienced the series before, and people who had not watched the first season of the anime.

So we raised our hand to see if we could work together on something. We thought that we could contribute to solving MBS's challenges by utilizing the know-how that the Culture Convenience Club (hereinafter referred to as "CCC") Group has cultivated over many years in creating offline customer experiences.

A major promotion involving three Shibuya landmarks has been realized

In order to expand the audience, it is important to convey the appeal of the work to the highly information-conscious young generation and foreign tourists who have a strong interest in Japanese anime, so we have decided to use Shibuya, a hub of information dissemination in Japan, as the promotional base. This initiative aims to spread from Shibuya to Japan, and from Japan to the world.

Before the second season began airing, we wondered if we could carry out a promotion involving the streets of Shibuya. We considered how far we could maximize the points of contact between the work and the target demographic within a set budget and preparation time. This led to the creation of a cross-sectional promotional project set in Shibuya's most iconic landmarks.

We have built collaborative relationships with various developers through initiatives such as store openings and urban development. Using the networks and relationships we have cultivated over the years, we consulted with the developers who manage each landmark about the feasibility of a cross-sectional promotional plan. As a result, they hoped that the promotion would help attract customers to the entire facility, and we were able to carry out a cross-sectional promotion at three locations: Shibuya Sakura Stage, a large-scale complex in Shibuya; MIYASHITA PARK, a commercial facility in Miyashita Park in Shibuya; and SHIBUYA TSUTAYA, which we operate and aim to be a mecca for IP content.

The concept is "Mysterious Curtain Festival" - building anticipation for the start of the second season

In order to consider specific promotional plans, we watched the first season of the TV anime repeatedly to deepen our understanding of the original work. We had many discussions with the people at MBS about what kind of ideas would make people interested in the series and which scenes we should highlight to build anticipation for the second season.

As a result, the theme "Mysterious Curtain Festival" was born as the concept for the entire promotion. This was conceived with the idea that "Dandadan" is a work that includes occult elements such as ghosts and monsters, and that it evokes the excitement of a "festival" celebrating the start of the second season.

From there, we expanded the idea and turned it into concrete measures. We put a lot of thought into ensuring that visitors could enjoy the "Mysterious Curtain Festival" together, including a countdown to remind them of the "opening" of the second season and original goods featuring characters from the first season. The original goods were newly produced as exclusive items for the "Kaimaku Festival" and were sold in advance at the venue. The lineup was changed at each of the three locations, allowing all Dandadan fans to enjoy themselves and move around. In addition, original merchandise will be available at 85 TSUTAYA stores nationwide from August 8, 2025, making it widely available to "Dandadan" fans across Japan.

Providing an immersive experience that allows visitors to enter the world of the work - Implementing experiential promotion

In addition, the promotion also incorporated elements that visitors could experience firsthand. The "Ofuda Room," an important scene that connects the first and second seasons of the anime, has been recreated in the exhibition space, allowing visitors to actually experience pasting ofuda. The total number of bills posted at "SHIBUYA TSUTAYA" is over 8,000. It is clear that many visitors enjoyed the experiential event. At the Shibuya Sakura Stage, we distributed "omikuji" fortune-telling slips in which anime characters would tell your fortune, allowing fans to take home the excitement of the start of the second season and enhance the promotional effect through the value of the experience.

To bridge the gap to the second season, we also focused on appealing to viewers with panel exhibits that looked back on the content of the first season episode by episode, and with videos on giant monitors and signage. In terms of the visuals, we have been conscious of creating an exhibition that conveys the unique appeal of anime works, such as the dynamic movements of the characters and the acting skills of the voice actors. With an eye on spreading the work on social media and other platforms, we also took into consideration visibility from all directions and spatial balance, working to create an environment in which visitors can become deeply immersed in the world of the work. We aimed to create a space that would capture the interest of visitors while also complying with the different regulations at each facility.

We also implemented promotional measures involving the works to attract more visitors to the facilities where the events were held. At "MIYASHITA PARK," we are focusing on building a win-win relationship with the facility by holding exhibitions in the facility's food hall and running a campaign in which you can receive "Dandadan" merchandise by following the facility's official social media account.

After "Shibuya Jack," the second season of "Dandadan" gets off to a great start

The second season of the TV anime, which began airing on July 3rd, has been well-received, just like the first season, and is ranked highly on video streaming services. MBS, which worked with us on the promotion, also praised us, saying that the success of this result was due to the fact that we were able to carry out a large-scale promotion across multiple landmarks in the same period. With multiple touchpoints with the work, core fans were able to move around and deepen their attachment to the work. It also enabled us to approach the diverse customer base that visits each facility, and we have been successful in promoting Dandadan throughout Shibuya.

We plan to continue exploring various initiatives with MBS in the future, with the aim of maximizing synergies between the two companies. We will continue to utilize the diverse assets of the CCC Group to help our clients solve their problems and create value for their customers.

© Tatsuyukinobu/Shueisha, Dandadan Production Committee

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