Wild Card
Marvel Cinematic Universe: Best Marketing Campaigns
Marvel Entertainment has been credited as one of the most successful entertainment conglomerates in the world. Stemming back to the original comics in 1939, the in-depth universe started by Martin Goodman has emerged into best-selling comics, blockbuster movies, and legendary characters.
Marvel has established a global brand through each entertainment segment, but the Marvel Cinematic Universe has taken on marketing campaigns to a whole new level. Throughout the duration of the MCU, Marvel has released countless unique marketing campaigns that publicize their movies across the world.
Trailers:
Trailers create anticipation and build suspense toward a movie release. Teaser trailers and official trailers are essential to reaching new audience demographics and creating discussion before an upcoming movie. Marvel Studios does an excellent job of distributing content to market new movie releases and create buzz regarding their production.
Earth's Mightiest Heroes took their last stand together on the big screen in 2019. Their prior appearance had left fans with a devastating cliffhanger, breaking the internet with anticipation. The first trailer released immediately broke Marvel's previous record for most views within the first 24 hours of its release (the previous record was held by Avengers Infinity War) with over 289 million views.
Marvel Entertainment has established Spider-Man as one of the most famous superheroes of all time, and last year the newest edition to the Spider-Man trilogy solidified this. Spider-Man No Way Home was one of the most anticipated movies of all time and was a movie made for the fans. The movie broke records at the box office and earned a spot as the number six-grossing movie of all time with over $1.8 billion in the theaters. The trailer itself "broke the 24-hour all-time record for most global views with 355.5M and generated the largest 24-hour social media conversation volume of all-time with 4.5M mentions and has since become the most viewed trailer of all time."
Social Media
With the growth of social media, companies and brands have to incorporate more of their content within each platform to reach their audience demographic. Marvel Entertainment has used social media in effective ways to keep its audience interested and wondering about its next move. Marvel has perfected this technique as a way to gatekeep the most important information while releasing slight teasers for fans to discuss. These techniques are essential for film production, especially when there is a break in between releases. Marvel incorporates the actors and content creation within this to ensure fan excitement.
@Marvel (63.8 million)
The official Marvel Studios Instagram has over 36.6 million dedicated followers. The Instagram posts trailers, teasers, updates, and inside information about the newest films and tv shows introduced into the MCU. A unique technique used by Marvel's social media team is the incorporation of the actors themselves. Tom Holland, Spider-Man, is a notorious name for leaked information regarding his films. Instead of criticizing, Marvel used this to their advantage to strategically release information about Avengers Infinity War. Tom Holland started an Instagram Live, where he would originally be answering fan's questions when he "accidentally" showed "Top Secret" information sent to him from Marvel. Whether this information was accidentally or intentionally released, the response from fans was exactly what Marvel Studios wanted.
Although Marvel's social media strategy is consistent between their Instagram and Twitter, there are some notable differences. Twitter is known as a more casual social media platform and Marvel uses this to expand their content through this platform. Daily, Marvel Studios releases at least 20-30 tweets to give up-to-date information regarding their current projects. Their most recent coverage is giving live updates about the Doctor Strange Multiverse of Madness Premiere. The platform also releases countdowns and reminders for fans in regards to the new movie and tv releases on a weekly, monthly, and daily basis.
Experience the Madness in ❶ week.
— Marvel Studios (@MarvelStudios) April 29, 2022
Marvel Studios’ #DoctorStrange in the Multiverse of Madness is only in theaters May 6. Get Tickets Now: https://t.co/SJijOyoX5F pic.twitter.com/X8iPeamRi8
TikTok
TikTok is one of the newest social media platforms that is utilized in a promotional way for companies. Marvel has a substantial amount of followers and content on their TikTok accounts, but Marvel has an overwhelming of content from the fans themselves. As a Marvel fan myself, I thoroughly enjoy the creative and funny videos posted by other audience members. Whenever a new trailer releases or a movie premieres, my ForYou page immediately transitions to spoilers, theories, and fan reactions.
@marvel The Spidey love is real 🕷🕷🕷 #SpiderManNoWayHome #TomHolland #Zendaya #Marvel ♬ original sound - Marvel Entertainment
@sponsoredbymarvel #fyp#mcu#marvel#marvelstudios#andrewgarfield#spiderman#nowayhome#spidermannowayhome#tomholland#zendaya#tomdaya#tobeymaguire#peterparker ♬ original sound - sponsoredbymarvel
@opinionatedmovies This is when Marvel knew they were unstoppable 😂 #marvelstudios #antman #avengers ♬ original sound - opinionatedmovies
Commercials
Marvel incorporates every single marketing strategy into its promotional techniques. Although commercials are almost outdated in this day of streaming services, Marvel has still managed to capitalize on this technique to promote their deals with brands, as well as promote their own individual projects. Two of the most memorable commercials Marvel has created, are promotions for Audi and Hyundai vehicles.
Audi "The Chase" - Marvel's Captain America Civil War
Spiderman No Way Home Hyundai Commercial
Each of these promotional techniques used by Marvel has elevated its brand and image enhancement to create a legendary cinematic production company. Marvel Studios has uniquely crafted its marketing strategies to create memorable campaigns that increase awareness for their company.
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