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Millions stream Attack on Titan or Demon Slayer. International productions sweep film awards. Crunchyroll, the largest anime platform in the world, doubled its subscriber count over the past three years to 21 million. And yet: in German newsrooms beyond the trade press, anime barely registers. Too niche, too unfamiliar, too far from their own media world. That is exactly where we step in for Crunchyroll. Opening doors where nobody is waiting for the topic.
A media release won't win over journalists who have never consciously noticed anime. They need a real encounter. In person, without the fan-event atmosphere, without prior knowledge as the price of admission.
Crunchyroll brought the format "Got to Anime!" to the table. We adapted it for the German market: for editors who aren't scene insiders, and for evenings that invite people in rather than intimidate them.
Twelve journalists came. From ZDF and Süddeutsche Zeitung to Serienjunkies and Jam FM. The range was deliberate: broad reach and editorial standing, mainstream and community. Melissa Lee, influencer and designer, and Katrin Mathe-Cotillon, Crunchyroll Director Theatrical Marketing EMEA, hosted the evening together. They drew the guests in early. No lecture from the front, no talking down.
A cross section of what the anime platform Crunchyroll has to offer. From there the evening moved from subject to experience: wine tasting, get-together, networking.
Anyone who had never dipped into the anime universe left curious. Several journalists got in touch afterward, said thank you, and shared impressions of the evening on their socials . The organization ran smoothly, and Crunchyroll was thrilled.
For us as an agency, this is the moment we work toward: a format that builds trust lasting well beyond the evening itself. Twelve journalists now know Crunchyroll as someone to talk to, not just as a brand.
You build relationships by experiencing something together. Anyone who comes to a screening evening has decided to try something new. That openness changes how the conversations that follow play out.
Anime PR in the German-speaking market is pioneering work. "Got to Anime!" is an expression of that work, bringing journalists, brand, and agency colleagues a little closer together.
"Got to Anime!" is an event format developed by Crunchyroll and adapted for the German market by Schröder+Schömbs PR. The evening combines a short introduction to anime and Crunchyroll, a selection of screenings, and a get-together afterward. The goal: to give journalists with no anime experience a real way into the medium.
Not through classic media work alone. Getting editors excited about a topic outside their media world takes a personal approach. For Crunchyroll, Schröder+Schömbs PR relies on an informative, entertaining event format that sparks curiosity and assumes no prior knowledge. The "Got to Anime!" evening drew twelve journalists from outlets like ZDF, Süddeutsche Zeitung, Jam FM, and Serienjunkies.
The screenings featured three titles: Atelier of Witch Hat, Daemons of the Shadow Realm, and Drops of God. The selection reflected the thematic breadth of the medium: from fantasy to action to drama, there is something for everyone.
Short term: attendance, engagement on the night, and direct feedback afterward. After the "Got to Anime!" evening, several journalists reached out to say thank you. Long term: whether first contacts turn into coverage and real media relationships. Crunchyroll was thoroughly happy with the evening and with the execution by Schröder+Schömbs PR.
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