We have explored a lot of online contents such as influencer, social media and platforms, making our discussion of Digital Marketing seem to have been associated with online traffic and virtual digital, while for the famous brand, they still need to adjust strategies to utilise the cohesion and influence of online communities to achieve the connection between online traffic and actual appeal and sales. So we will use cases of cross-border collaboration to help you realise the significance of the connection between online and offline.
Why is it needed
The increasingly influential social media have led to current users adapting to the switch between online and offline. The two forms are not opposites, they are channels that can be combined to complement each other’s advantages (Affiliprint, 2025). The combination of its offline touchpoints and online accumulation can consolidate the connections of customers and provide interactive opportunities and personalized experiences, in order to facilitate the effectiveness of marketing activities and brand image (Two Z Advertising Writing Team, 2025).
This connection between online and offline marketing is particularly obvious in the collaboration between brands and the anime/virtual industries.
Anime, a carrier
Anime has gradually become the mainstream culture among the younger generation, not just limited to a small subculture circle. According to data released by the Japan Animation Association (AJA), in 2025, the growth of Japanese anime industry reached 28.18 billion dollars, while overseas markets accounting for nearly 57%, the international potential has laid a foundation to use anime to launch offline events to expand their audience. Japanese anime is based on emotional connection between the audience and the characters and stories as the core, leaving a lasting memory through audio-visual experience, so the use of character can facilitate consumers to quickly identify and generate positive feedback to the product (Aziz and Ong, 2023). When a familiar content or character appears on a familiar brand, consumers will feel close and curious. They might have a look or take a picture to share on social media. The online influence drives offline participation, and the offline experience facilitates new online discussions.
Mcdonald
Mcdonald is often used in anime in different variants to avoid copyright issues, such as M Arch can be changed to W.
McDonald’s noticed this business opportunity and launched “WcDonald’s” marketing campaign in 2024, they promoted in more than 30 markets around the world, with a series of derivatives, such as comic-style packaging, animation and food, bring fictional image to reality through theme restaurants (Chris, 2024). Using interactive and projection technologies to provide fans and customers an immersive dining experience, they attracted a large number of fans to participate, received hundreds of media reports and generated 4 billion impressions, and won many industry-recognised awards (We Are Social, n.d.). Mcdonald’s transformed virtual concepts into actual experiences and successfully transformed the enthusiasm and curiosity from online into direct foot traffic and sales in reality.
Nike
In 2026, Nike × One Piece launched a collaboration with a series of products, such as shoes, hats and various kinds of clothing (Nike, 2026), the design elements of the product are inspired by the world view of “One Piece”, Nike does not only simply print elements on its products, they ingeniously integrates element into its designs.
The swirling spiral pattern with multiple color on the shoes and the Jolly Roger flag on the clothes not only present the unique elements of One Piece, but also fit and emphasize Nike’s positioning as sports equipment. And it advocates presenting the adventurous spirit from the virtual in sports (Nike, 2026).
For the offline strategy, Nike formulated the digital release strategy through the SNKRS platform, launched limited-time offline pop-up stores and retail activities in many cities around the world such as Tokyo, Shanghai, London and other international cities (Nike, 2026). Transforming the online accumulated discussion into offline fan participation.
Final thought
McDonald’s established actual scenarios and experiences through their online cultural image, while Nike releases fans’ emotions with physical products through cooperation. The two adopted different approaches, but both demonstrated the feasibility and relevance of complementarity between online and offline marketing. Anime, as a carrier with a distinct audience, like celebrities and films, is a suitable cooperation channel for both online and offline marketing. But we can notice the connection between the establishment of online audiences and offline activity. Brands can reach, attract and build online audience connection and community, establish offline touchpoints to provide actual experience and interaction to improve connections. This is the key for brands to build online and offline marketing strategies nowadays.
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