Frozen 2 creates a marketing controversy in Japan; Manga artists used for promotions

Frozen 2 hit atres on vember 21, 2019. movie did well at box office and COO of Disney animations also teased fans that re is a chance of a third Frozen movie coming out. Earlier today, it was reported that Walt Disney Japan's social media promotion campaign for Frozen 2 was caught up in a controversy around stealth marketing. This news came out after a handful of manga artists h been assigned to tweet about movie, but did t reveal that y were paid to do so. 

Frozen 2 gets caught up in a controversy in Japan

It all began in December when a Twitter user ticed that seven different manga artists h posted pictures and illustrations of characters from Frozen 2. All artists h used same phrasing to praise film. After this, Walt Disney Company Japan issued an apology for tweets on December 5. But tweets suggested that problem h arisen due to lack of communication and was t a deliberate deception created by company.

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But it turns out that manga artists h reportedly been directed by vertising ncy t to tell world that y were paid to promote film. One of manga artists, named Kosame Daizu, tweeted various messs where he apologised to his 100,000-odd followers and said that he takes full responsibility for promotional tweets. After this, few of his followers pointed out that he was forced to send those messs.

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Later on same day, Disney Japan issued ar statement where y took full responsibility for campaign and said that it is t fault of artists. y apologised to artistic and fans. statement also said that re are measures being taken to prevent such problems from happening again.

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Disney h hired an giant, Dentsu group, who approached specialist manga artist ncy to find people to create tweets. Dentsu group is fifth largest ncy in Japan and also has a big name in world as a dominant player in Japanese vertising sector. Frozen 2 was at top of box office for last three weeks, earning $55 million so far. Frozen 1 earned about $250 million and was a big hit in country.

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