Hey Guys,
In today's post, I am going to introduce you to the superb advertisements campaigns which Marvel undertook to launch one of their ever-red (well ever-green is for Hulk, right?) superhero Ant Man.
If you follow the comics series, then you already know about Hank Pym, Pym particles, Janet... He is the one who actually created Ultron!
But the problem (IMO) in front of Marvel was how to introduce Ant Man when they have already created the Hulk, Captain America, Thor and Iron Man! You see the problem is that nowhere in the 2 Avengers movie did his name popped up.
And one mistake can take the invite backlash from the whole fan following community!
So, what Marvel did was, in a very generic terms, can be called as sub-branding.
Two most common reasons to associate products very closely as sub-brands (& that are part of bigger brand, are:
#1 to cross-pollinate success
#2 to look bigger
I guess Steve Jobs famously called this “halo effect” (though, actually, he didn’t coin the term!)
So let's start with how they build the Ant Man brand leveraging the already created brands! As one picture speaks more than 100 words, so let us keep the story short... :)
#1: Black Widow
(Just came to my mind, why should I name these superheroes!)
Marvellous, isn't it?
But Marvel didn't stop at this. They ran a campaign in UK in which ant-sized tickets were hidden around three cities of UK: Manchester, London and Birmingham. So the finder's get a free ticket to the movie.
Let me show one of the movie tickets and how it was clandestinely kept:
Also, look at some of the other PR campaigns which Marvel undertook.
[ Caution: put out your Sherlock Holmes glasses on! ]
Also some other campaigns, I guess they found out ants hill and placed these cards.
That's all for now!
Would request your responses in the comments section below...
Regards,
Vipul
In today's post, I am going to introduce you to the superb advertisements campaigns which Marvel undertook to launch one of their ever-red (well ever-green is for Hulk, right?) superhero Ant Man.
If you follow the comics series, then you already know about Hank Pym, Pym particles, Janet... He is the one who actually created Ultron!
But the problem (IMO) in front of Marvel was how to introduce Ant Man when they have already created the Hulk, Captain America, Thor and Iron Man! You see the problem is that nowhere in the 2 Avengers movie did his name popped up.
And one mistake can take the invite backlash from the whole fan following community!
So, what Marvel did was, in a very generic terms, can be called as sub-branding.
Two most common reasons to associate products very closely as sub-brands (& that are part of bigger brand, are:
#1 to cross-pollinate success
#2 to look bigger
I guess Steve Jobs famously called this “halo effect” (though, actually, he didn’t coin the term!)
So let's start with how they build the Ant Man brand leveraging the already created brands! As one picture speaks more than 100 words, so let us keep the story short... :)
#1: Black Widow
(Just came to my mind, why should I name these superheroes!)
Marvellous, isn't it?
But Marvel didn't stop at this. They ran a campaign in UK in which ant-sized tickets were hidden around three cities of UK: Manchester, London and Birmingham. So the finder's get a free ticket to the movie.
Let me show one of the movie tickets and how it was clandestinely kept:
Also, look at some of the other PR campaigns which Marvel undertook.
[ Caution: put out your Sherlock Holmes glasses on! ]
Also some other campaigns, I guess they found out ants hill and placed these cards.
That's all for now!
Would request your responses in the comments section below...
Regards,
Vipul
