‘Avenger: Infinity War’ blockbuster movie is definitely what all Marvel fans have been waiting for because all the Marvel Universe characters are going to come together in one epic battle against the ultimate enemy, Thanos. In fact, this movie has made news for its marketing campaign through multi-channel which created a lot of buzz for the movie. Arguably, this is exactly the good example of Integrated Marketing Campaign (IMC) concept which is an approach to achieving the objectives of a marketing campaign, through a well-coordinated use of different promotional methods that are intended to reinforce each other. So, in this blog, I will discuss different integrating channels that ‘Avengers: Infinity War’ has successfully used in their IMC strategy.
- Integrative promotion at San Diego Comic-Con International:
San Diego Comic-Con International is an interactive forum in four days that permits Marvel fans to get closer to their loved comic artists, actors, directors and characters. This integrative promotion might help Avenger reach their target audience before the movie debut.
2. Integrating movie Teasers and Trailers:
A preview or coming attraction is a commercial advertisement for a feature film that can poke the curiosity of the movie lover mind. ‘Avenger: Infinity War’ has worked extremely well for them. These trailers and teasers for this movie are very successful in sparking conversations on social networking sites like Facebook, Instagram and Twitter. It seems like this movie have effective viral marketing when many people share it on their social media pages so the ability watching movie trailer of their friends in SNS is really high.
3. Integrating social media:
To coordinate and magnify the effect of marketing, there was an integrating SM with Marvel Integrated Marketing. ‘Avenger: Infinity War’ has official Facebook, Twitter, Instagram and Youtube account with a good number of subscribers. This allows Avengers speaking with their potential audiences and their audiences can also speak with others through a ‘Sharing’ click or hashtag #InfinityWar on all SM. This kind of fan interaction on all social accounts helps in building an empire Marvel year to be.
4. Integrative promotion through Partnership:
With partners such as Coca-Cola or Quicken Loans ‘Avengers: Infinity War’ is receiving the biggest promo push ever for a Marvel title, with a media value estimated north of $150M. Other brands teaming with Infinity War include Ziploc, Go-Gurt, Yoplait, Synchrony Bank, American Airlines and Stand Up to Cancer. In addition Duracell, Unilever, Quaker, Chevron and Samsung will be running promotions for Infinity War in smaller markets.
To sum up, this movie is one that has been the result of 10 years of work and the Marvel Universe has garnered a gigantic fan base all across the globe, so the global promotion is very important. With different marketing channel, this movie consistently reflected the same message that is to promote the movie Avenger to audiences before the film debut. As the result, the box office numbers also seem to show that their campaigns are working well as ‘Avenger: Infinity War’ has break report with the highest grossing movie franchise ever.
Reference:
- https://thedma.org/membership/member-groups-communities/integrated-marketing-community/integrated-marketing-definitions/
- http://deadline.com/2018/04/avengers-infinity-war-marvel-historic-promotional-campaign-1202358646/
- https://www.independent.co.uk/arts-entertainment/films/news/avengers-infinity-war-box-office-record-opening-weekend-us-world-a8329266.html
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