A Cross-Business Initiative Only Sony Could Achieve

For this special campaign, fans could sign in with their Sony Account through a dedicated website to enter a lottery for exclusive items, including posters and character figurines, as well as several Sony products. Among these prizes were theater posters signed by one of the anime's Japanese voice cast, PlayStation®5 consoles personally autographed by Sony Music Group (Japan) artists Aimer and LiSA, who performed the theme songs, and WF-1000XM5 wireless headphones with packaging also carrying their signatures.

In addition to giveaways, the campaign site featured an official playlist including past and recent theme songs and soundtrack selections, information on the latest game title Demon Slayer -Kimetsu no Yaiba- The Hinokami Chronicles 2, introductions to various events at Sony Stores nationwide where visitors could experience the world of the film, and pictures of special decorated taxis offered via the taxi app S.RIDEーall showcasing a wide array of experiences made possible by Sony Group.

"The main message for this campaign was to enjoy Demon Slayer: Kimetsu no Yaiba to the fullest through film, music, and games. Our biggest goal was to have fans deepen their love for the series by enjoying the theme songs and the games in addition to watching the movie. At the same time, we hoped the campaign would inspire people to realize that `this is also Sony,' and explore more of the content and experiences we provide," said Takeno.

Learning from Past Projects, Expanding to 10 Companies

We conducted a similar joint campaign in 2023 for the release of Spider-Man: Across the Spider-Verse, with five participating Sony companies in Japan. Featuring signed posters from LiSA and Sony products as rewards, that initiative was well received.

Building on that experience, we expanded the Demon Slayer: Kimetsu no Yaiba campaign to include a record 10 companies. Alongside Aniplex, which produces the anime, participating companies included Sony Music Entertainment (Japan), Sony Interactive Entertainment, Sony Corporation, which is responsible for the Sony Group's Entertainment, Technology & Services business, Sony Marketing, Sony Life Insurance, Sony Assurance, Sony Bank, and S.RIDE. Together, the companies promoted the campaign across more than 56 touchpoints through their websites, social media channels, and newsletters.

"Even within Sony Group, each company is an independent business operating in a different field. With a strict deadline ahead of the theatrical release, moving the project forward across 10 companies was a difficult challenge," Takeno recalled. "At the same time, it was fascinating to see the diversity of Sony's businesses firsthand—from company cultures to working style, I could feel each business' unique character up close."

Despite these differences, the project came together successfully. According to Takeno, the success of the campaign was boosted by the power of the Demon Slayer: Kimetsu no Yaiba franchise itself: "Looking back at past campaigns, I believe another driving force was the companies' shared perspective of wanting to create something that would delight fans. But this time, with Demon Slayer: Kimetsu no Yaiba being what was at the center and bringing our companies together, I was reminded of the power that the content itself can wield."

Our Commitment to Fans and the "Engagement Platform"

Sony Group's Corporate DX Division, where Takeno works, uses data and information systems to support the growth and innovation of Sony's group businesses. The division is now taking on the development of the "Engagement Platform," a key initiative for the Group.

"Sony's businesses span a wide range of fields, but by joining forces we are able to provide better services to our customers, in turn supporting the growth of each business. The goal of the Engagement Platform is to build a shared foundation across Sony that deepens engagement for both fans and creators. By leveraging the data gathered through this platform, we can better understand fans' interests and needs and incorporate them into new initiatives that broaden and deepen engagement even more. Through the Demon Slayer: Kimetsu no Yaiba campaign, we were able to strengthen our reach to fans and take a meaningful step toward pushing the Engagement Platform further."

At the heart of the campaign, Takeno focused on transmitting the appeal of Demon Slayer: Kimetsu no Yaiba Infinity Castle directly to viewers, while also showing how Sony Group could come together in reaching out to fans through the franchise.

"Ahead of the long-awaited theatrical release, we were always asking ourselves: What is it that fans truly enjoy? And what could we deliver as Sony?"

Looking ahead, Takeno emphasizes that this initiative is just the beginning.
"This campaign is still in the process of growingーI wouldn't say that it's complete. Along with the sequels' releases, we want to continue creating initiatives that meet fans' expectations and maximize their enjoyment of Demon Slayer: Kimetsu no Yaiba. We plan to keep those who created campaign accounts updated on Demon Slayer: Kimetsu no Yaiba anime related content and experiences."

Demon Slayer: Kimetsu no Yaiba Infinity Castle's theatrical run continues across Japan.