As fervor for the final installment of Marvel’s “Avengers” film series continues, so do marketers’ attempts to grab consumers’ attention.
Marvel Studios has reportedly spent the most money out of all of its previous films to market “Avengers: Endgame.”
With estimates pegged at more than $200 million globally, the newest Avengers movie boasts the biggest marketing promotional campaign in Marvel Studios history, topping the $150 million-plus campaign of last year’s Avengers: Infinity War. According to Kantar, through April 21, Marvel Studios spent about $13.6 million in the U.S. alone on paid media for Avengers: Endgame. The studio has churned out a record 10 custom spots, and in the last week, has run 927 national ads airing on 39 networks. The vast majority of the U.S. budget was spent on TV, with one-minute ads primarily running on the talkshow circuit: the Today show, James Corden’s Late Late Show, and Late Night with Seth Myers.
Both the amount of money Marvel has spent and the number of promotional partners it has is interesting, considering the film’s plot has been a carefully guarded secret. The mystery (and increased amount of spoilers making their way online) have persuaded many fans to attend screenings early.
The excitement has led Marvel to achieve the biggest global opening in box office history.
CNet reported that “Avengers: Endgame” has made more than $1.2 billion worldwide, smashing the record that its predecessor, “Avengers: Infinity War” held ($641 million). The film also had the largest opening day in United States history, grabbing roughly $156.7 million with Thursday previews and Friday viewings.
Before the film’s debut, Marvel teamed up with Twitter to offer social media users plenty of fodder for sharing their reactions to the film:
— Marvel Studios (@MarvelStudios) April 16, 2019
However, many more organizations have taken advantage of consumers’ excitement to try and capture the spotlight.
Ulta, Adidas, Google and more offer “Avengers”-themed products and apps
Several large marketing partners launched makeup, shoes, games and apps to promote Marvel’s latest film.
… Not too long after brands like Ulta and Vans released special superhero-inspired collections for fans of the film series, Adidas has also teamed up with Marvel on an all-new shoe collection that’s available to shop now.
The “Heroes Among Us” range features six limited-edition sneaker designs inspired by iconic Marvel characters: Iron Man, Black Panther, Captain Marvel, Captain America, Thor, and Nick Fury. To further promote the collection, Adidas has iconized five popular athletes to wear the designs.
Walmart offered a superhero augmented reality app:
Epic Games combined “Avengers” with Fortnite through a crossover event:
Google offered “Avengers: Endgame” Playmojis on its smartphone, the Pixel 3:
— Made by Google (@madebygoogle) April 16, 2019
However, Google made a bigger splash on social media with an “Avengers: Endgame” Easter egg it offered all who used its search engine looking for “Thanos.”
According to Mashable, Google didn’t want to be left behind on the Avengers fun and discreetly added an Avengers: Infinity War/Thanos-inspired Easter egg to their search engine. When looking up “Thanos” on either desktop or mobile, Google displays an Infinity Gauntlet on the top right corner of the Thanos information box. After clicking it, some of the search results begin to vanish (very much like the fallen heroes in Avengers: Infinity War), and the number is then cut in half. By clicking the Gauntlet again, the results will come back thanks to the power of the Time Stone.
Coca-Cola, Audi, Hertz, DHL and Durex craft superhero visuals
Many marketing partners for “Avengers: Endgame” shared videos and images that tied the film’s characters and plot with their own products and services.
Coca-Cola Brazil created a video that features a teenage girl receiving power from the soft drink, allowing her to execute hero-worthy stunts and make it to the movie on time:
“Since the brand has always been associated with a young audience, connecting with Marvel Studios and with one its most anticipated films this year only reinforces this connection and helps us tell new stories to our consumers,” said Poliana Sousa, marketing director of Coca-Cola Brazil.
The commercial will be aired in 57 countries, without any adaptation for regional markets. The shoot involved 300 professionals in production alone and only six weeks between approval of the script and final launch date. To give the feeling of a cosmopolitan space that could be localized in markets all over the world, the adventurous ad was filmed in Mexico City.
In its commercial, Audi prepared Captain Marvel for battle with its e-tron SUV:
Hertz used its video to remind consumers to purchase insurance, even if you’re not preparing to battle Thanos:
DHL left its competitors FedEx and UPS in the dust with its Facebook post:
Durex Singapore put its product front and center in its Facebook post about vanishing sperm:
Other organizations offer movie tickets and puns on Twitter
Plenty of brand managers for organizations not partnered with Marvel took the opportunity through contests and tweets to grab fans’ attention.
While most brands are also running contests on Twitter and offering coveted tickets a screening of the Avengers finale and others are just piggybacking on the trend to gain more visibility for their brand.
Star Movies India ran a #PopUpTheatreOnStarMovies contest during the week before the release of Avengers Endgame where 100 fans could win tickets to the movie by tuning in for a movie marathon on the channel and answering trivia questions.
Several social media teams, including those for the Cincinnati Reds, Los Angeles Gladiators and Burger King tweeted about avoiding spoilers for the film, while brand managers with Fandango, NCAA March Madness and Team Razer NHL on NBC tweeted images that tied “Avengers: Endgame” in with their organizations:
— Cincinnati Reds (@Reds) April 26, 2019
Real Gladiators don't spoil #Endgame.
— Los Angeles Gladiators (@LAGladiators) April 26, 2019
brb, trying to avoid spoilers today. byeee
— Burger King (@BurgerKing) April 26, 2019
according to our calculations
┃ Avengers: ┃
┃is makin' bank┃
7 ┃ 8┃ 9┃ / ┃
━┛━┛━. |━ ┛
4 ┃5 ┃6 ┃ + ┃
1 ┃ 2 ┃ 3 ┃ = ┃
— Fandango (@Fandango) April 26, 2019
— NCAA March Madness (@marchmadness) April 26, 2019
— Team RΛZΞR (@TeamRazer) April 26, 2019
— NHL on NBC (@NHLonNBCSports) April 26, 2019
What do you think of these marketing efforts, Ragan/PR Daily readers?