[Wonder Consulting Co., Ltd.]
Explaining the marketing method that made the stage play “Harry Potter and the Cursed Child” reach over 1 million viewers [MarkeZine Day 2024 Autumn]
*Wonder Consulting Co., Ltd.*
Press release: September 11, 2024
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Explaining the marketing method that made the stage play “Harry Potter and the Cursed Child” reach over 1 million viewers [MarkeZine Day 2024 Autumn]
* Summary text *
WonderConsulting Co., Ltd. (Headquarters: Shinagawa-ku, Tokyo, Representative Director
Haruya Maruyama (hereinafter referred to as our company) is an event called “MarkeZine Day 2024” where leaders who will make business leap forward with the power of marketing gather.
At “Autumn”, Mr. Kojima of Horipro Co., Ltd. and Mr. Hirono of Wonderlabo Co., Ltd. will explain the trajectory that led to the successful marketing of the stage play “Harry Potter and the Cursed Child.”
What is MarkeZine Day 2024 Autumn?
“MarketZine
“Day” is an event held by the marketing media “MarketZine” where key people from various industries talk about trends, examples, and know-how related to advertising and marketing.
This season’s theme is “What can marketing do?” and includes standard themes such as “branding,” “BtoB marketing,” and “consumer insights,” as well as the latest themes such as “generative AI” and
“post-cookie.” We are holding sessions on various topics.
Session content
The play “Harry Potter and the Cursed Child,” which opened in July 2022, was a great success, becoming the first straight play in Japan to exceed 1 million total viewers.
What are marketing strategies in the entertainment field that utilize this huge Harry Potter IP, targeting methods that capture customer demographics that change over time, and how have marketing measures been planned and implemented based on this?
We welcome Shunsuke Kojima, head of marketing, to look back on the process of reaching 1 million users from a marketing perspective. Horipro Co., Ltd.
The company operates a wide range of businesses, including training and managing entertainment talents and athletes, planning, producing, and selling music and video works, operating theaters and sports facilities, and providing advertising agency services.
This time’s speaker: Shunsuke Kojima (Sales Manager, Factory Department, Performance Business Headquarters)
Speaker background: Joined Est Co., Ltd. as a new graduate in 2002. Engaged in TV program production as an assistant director for Nippon Television’s “The Sunday”. In 2003, he changed jobs to Shiki Co., Ltd. (Shiki Theater Company) and engaged in ticket sales for organizations such as governments, schools, and general companies. After that, as a performance producer, he was in charge of all operations supporting the performance, such as creating business plans and marketing plans for each work, and managing budgets.
In 2015, he established the Corporate Planning Department to control the management of the theater company, and as a general manager, he was responsible for the overall management of a wide range of operations, including planning, marketing, advertising strategy, and income and expenditure management. He is also involved in all marketing communications for all productions performed in Tokyo, and when launching new works such as “Aladdin” and “The Hunchback of Notre Dame,” he not only handles the financial aspects but also takes on overall supervision as a producer of promotion strategies. In order to launch the theater department in 2018, I concurrently held the position of general manager of the corporate planning department, and was responsible for developing the organizational structure, cost control and facility construction for new theater construction, and drafting medium- to long-term maintenance plans for each theater. Also engaged in business management. From 2020, AOI
At several TYOHoldings group companies, he was responsible for new business creation and marketing consulting for the stage production of “Harry Potter and the Cursed Child” as head of the president’s office. Currently, as the general manager of HoriPro’s performance division, he is in charge of not only the overall marketing/ticketing of the play “Harry Potter and the Cursed Child,” but also all operations related to the sales of all works.
Head office location: 1-2-5 Shimomeguro, Meguro-ku, Tokyo 153-0064
Business content: Training and management of entertainment talents and athletes / Planning, production and sales of music and video works / Operation of theaters and sports facilities / Advertising agency business
Homepage: https://www.horipro.co.jp/
*WonderConsulting Co., Ltd.*
With the philosophy of “marketing for everyone,” we provide all-in-one marketing consulting, working backwards from management strategy, from large companies to small and medium-sized businesses, ventures, and startups.
This time’s speaker: Haruya Maruyama (Representative Director and CEO) Speaker background: After graduating from the Department of
Information Engineering, Faculty of Science and Technology, Keio University, joined Recruit Co., Ltd. as a new graduate. As a representative of a major corporation, he was engaged in solving a wide range of client issues, from marketing strategy to organizational reform, and was awarded full-year MVP in his first year. Transferred to the client promotion department and gained experience in planning and promoting sales strategies and business development. After that, the American investment bank Houlihan
Participated in Lokey Inc. as a strategic consultant.
Business strategy including cross-border, new business strategy, venture investment, M&A for clients in various industries such as food and energy.
Experienced in consulting projects on themes such as strategy and value improvement. Then Google
Participated in Japan as an account strategist. We provide consistent consulting services from business/marketing strategy planning to implementation support such as advertising operational support. Established WonderConsulting Co., Ltd. to provide hands-on consulting services such as strategy planning, organizational support, and policy implementation in the marketing field.
Head office location: Gotanda Sun Heights Building 2F, 1-26-2 Nishigotanda, Shinagawa-ku, Tokyo 141-0031
Business content: Marketing consulting business
Wonderlabo Co., Ltd.
With the philosophy of “marketing for everyone,” we produce hundreds of marketers each year through a marketer training project approved by the Ministry of Health, Labor and Welfare. Based on the philosophy of “Scientific excitement”, we are developing a number of creative education programs for the next generation.
This time’s speaker: Hiroyuki Hirono (Representative Director) Speaker background: Joined Works Applications Co., Ltd. as a new graduate. Experienced in corporate sales/development/consulting in the EC consulting business. Moved to CyberAgent Co., Ltd. and engaged in web marketing operations and new client development for a wide variety of national clients. Responsible for the new education business “Makecan” developed by DMM LLC. After that, he became the CMO of a start-up company and gained experience in brand marketing strategy in the digital field for a general agency, and then established Wonderlabo Co., Ltd., where he continues to work today.
Head office location: 2F Gotanda Sun Heights Building, 1-26-2 Nishigotanda, Shinagawa-ku, Tokyo 141-0031
Business content: Marketing consulting/Marketing training
business/Sports marketing
Homepage: https://wonderlabo.co.jp/