Some of the trailers were nice, but I can´t stand the Sousai one. It looks retarted imo. Sorry, but I don´t like what they did, KOF doesn´t go with some cute pop song. KOF is supposed to be bad-ass.
Rather than not fitting with the point, the problem is that doesn't fit at all with KOF at all, if for example one day they make a video about mai chasing andy using that song, showing all their history in old games, it could actually fit
You guys miss the point of the marketing entirely! Lets see what that little ad says, to someone who doesn't care about KoF:
-- They know the music has nothing to do with KoF. It's a common song. It's something to hum, and they understand the message it's trying to give, easily. No deciphering needed. Now, when they hear this song, KoF might come up in their head. Nice "viral" style marketing.
-- The Video is all about the "Deadlock" function. It's about a new feature to KoF; Clashing attacks, fighting through blows, to actually reach the opponent with something damaging. It's a focused video on a fresh gameplay element, not overbearingly technical, but not so simple that you feel as if you're being spoken to as a school child.
-- Since it's such a common song, it gets this wonky looking VERY Japanese game closer to them, in a way that seems kinda familiar and comforting. As much as WE might think Arashi No Saxaphone mixes with KoF, Joey Average Gamer doesn't get it. They kinda get this, though!
-- The song is a bit old, too. Just like most of the people who'd appreciate the graphics of KoF. It's a fairly clear call-out to a demographic that has the disposable income to buy something on a whim. These guys don't need to be heavily convinced, just 1 thing to say "Hey, that's cool!", and you've got em.
-- Oh, and it's a bit controversial. A bit of controversy over a fighter is a GOOD thing. It's different enough to make people talk, but not something too far off from the games character.
It's something made with the same kinda idea Pixar uses to sell their Advanced-graphics CG moves, to all age audiences. They choose these classic, old-world songs, that ease Techno-scared parents into seeing these "cutting edge" movies with their kids, while also choosing very timeless pieces, that a youth won't feel too strange about hearing.
It'd be interesting to see what kind of effect similiar marketing would have, now that KoF XIII is due to be a universally solid game. Just about every big-seller game out there, links itself to something familiar and usual, to attempt to gain viral popularity. What kind of new people would be exposed to KoF, if Atlus did such a thing, I wonder...