1 billion marketing expenses + global brand carnival, how does "Avengers 3" sell the lifestyle?

Recently, there should be a large number of fans queuing up at the theater entrance to welcome the long-awaited "Avengers: Infinity War" in China. In fact, all the brand owners can’t wait. In the past two days, Sina Weibo has replaced the emoticons with "Avengers 3" for netizens to show off their cuteness.

"Avengers 3", which cost $300 million to produce, is the Marvel movie with the highest promotion budget in history, reaching $150 million, exceeding last year's "Spider-Man: Homecoming" at $140 million and " Guardians of the Galaxy Vol. 2 " at $80 million.

However, even with its high budget, the fantastic box office start of "Avengers 3" almost ensures that it will make a lot of money worldwide. On the other hand, there are also joint marketing and customized derivative product development collaborations with big brands such as Coca-Cola , Quicken Loans, and Infiniti. According to foreign media reports, Coca-Cola alone spent $40 million to acquire this year's hottest superhero IP.

Marvel’s ambition has never been just about movies, but to become a trendy brand that influences people’s daily lifestyles through interaction with Marvel fans. Therefore, whoever can help Marvel penetrate the target audience and become a cultural symbol more favored by fans will easily become Marvel's partner and conquer the global consumer market.

This year's "Avengers 3" not only gathered many overseas big names, but also many domestic brands joined in the lineup to show off their coolness and cuteness with the superheroes. We have summarized the recent exposure of "Avengers 3" in the brand field. Let's take a look at how to play advanced brand cross-border marketing .

"The most exciting, warmest, and most refreshing:

It’s all in the Avengers 3 commercial.”

“No sugar, still Coca-Cola!”

Friends who went to the supermarket these days should have been able to see the Avengers customized canned version of Coca-Cola "Zero". It is really nice to drink Coke while watching a blockbuster movie. Some netizens even commented: "Why did Marvel only make Coca-Cola Zero series for Avengers 3? Is this hinting that Avengers 3 will be sugar-free (with a tragic ending)?"

Television advertising is an important part of Hollywood movie marketing. Together We Filmed a Movie (ID: yiq ip aidianying) summarized some of the video advertising promotions for "Avengers 3" in cooperation with overseas brands and found that there are both large companies such as Infiniti and American Airlines, as well as manufacturers in vertical fields such as batteries, plastic bags, and yogurt.

In addition to the brands listed in the table, Unilever, Chevron, Samsung , Quaker Oats, etc. will also cooperate with "Avengers 3" in local markets. According to foreign media reports, the number of advertising partners and promotional resources provided for "Avengers 3" are twice that of "Avengers 2" in 2015, allowing fans to experience the ubiquitous influence of superheroes outside of the movie.

Mindy Hamilton, senior vice president of Marvel's "Global Partnership Program", said that the partners of "Avengers 3" include both long-term and new partners. Their common feature is that they have made innovations in their respective industries and are good at telling good brand advertising stories: children tried to exchange Go-Gurt yogurt for "Avengers 3" movie tickets, and Geico Auto Insurance Company's cute pet lizard imitated S.H.I.E.L.D. Director Fury to lecture superheroes; Synchrony Bank told us that using its credit card can "save like a hero."

In Sir's opinion, Infiniti is definitely an indispensable part of "Avengers 3: Infinity War". In this Infiniti QX50 advertisement, a wife drives her husband to the cinema to watch "Avengers 3". In just a few tens of seconds, the high performance of the car is demonstrated, and the classic Marvel music is cleverly combined to tell consumers, "No one can beat me with my BGM."

Another quite direct advertisement is the Duracell x "Avengers 3" advertisement. With Duracell's ultra-long-life batteries, Iron Man can last longer. The kids were in a mess in the Ziploc bags, but mom didn't have a headache at all - because the superhero toys were all sealed in the bags, and the bags were printed with the Avengers' powerful opponent Thanos.

Most brands’ TVC ads simply borrowed graphic images or models from “Avengers 3”, but Quicken Loans spent a lot of money to have Iron Man and Doctor Wonder make a special cameo appearance in the ad: the battle scene of “Avengers 3” was shown from another perspective . Despite the flames all around, the protagonists watching the Quicken Loans ad remained calm, showing that Quicken Loans could provide superhero-level quality services.

Among the many advertisements, the American Airlines x "Avengers 3" advertisement is the most special. Through the communication between the flight attendants and the patients, it conveys the concept of "Stand Up to Cancer", which is also what the Avengers are doing: working hand in hand to save lives. Most superhero movies have certain main themes and value orientations, so the promotion of public service advertisements has become an indispensable part of publicity.

From Uniqlo's TikTok marketing to OnePlus' customized mobile phones:

Marvel's marketing in China is becoming more down-to-earth"

The above mentioned are mainly video advertisements for overseas regions. In fact, more brands have joined in sharing the "cake" of the movie feast "Avengers 3" by launching joint marketing products or derivatives.

The most common derivative products are toys. Well-known toy brands such as Hasbro, Lego, FUNKO POP!, Toys R Us, and Itty-bitty have launched peripheral products related to "Avengers 3". The well-known puppet brand Hot Toys launched a series of cute peripheral products, and many of them were sold out as soon as the movie was released.

The limited edition packaging of Hershey's Chocolate Heroes and 40,000 customized student stationery sets based on the movie are now on sale on JD.com . The Q-version Captain America, Iron Man, and Thor symbols are so adorable that they will charm the children.

In terms of clothing, Uniqlo, Chow Tai Fook and Metersbonwe are actually all long-term partners of Marvel. In addition to conventional operations, they have begun to try some new approaches. For example, Metersbonwe introduced spokespersons Ren Jialun and Guan Xiaotong to collaborate with "Avengers 3". Anime IP T-shirts have always been one of Uniqlo's characteristics. This time , the Uniqlo x UTGP Marvel collaboration series was also marketed on the Douyin platform. Participants in the #Transform into a Marvel Hero in One Second# challenge will have a chance to win movie tickets for "Avengers 3".

Smartphones have been a frequent collaborator in superhero blockbusters. This time, the brand favored by Marvel is the Chinese mobile phone brand OnePlus. In April, OnePlus announced a partnership with Marvel to launch the OnePlus 6 Marvel Avengers limited edition phone.

Previously, OnePlus had launched a customized version of "Star Wars". According to the "2017 Mobile Phone Industry White Paper", the movies and TV shows that OnePlus mobile phone users are most interested in are "Avengers", "Westworld", "Captain America", Deadpool, etc., all of which are IPs with more male audiences than female ones. Because the brand's mobile phones have always had a tough style, this is also the reason why it is so popular among male users.

Science fiction superhero movies can often boost sales of mobile phone brands. In 2015, "Avengers 2" and Samsung released the Iron Man Galaxy S6 edge limited edition. A limited number of 1,600 units were sold in China through JD.com and they were quickly sold out. One of the Iron Man edition Galaxy S6 edge, numbered "66", was sold at a sky-high price of 560,000.

Don't think that "Avengers 3" is just a carnival for male brands. Hot Topic has launched a series of women's accessories that combine movie elements, including Infinity Gem Eyeshadow Palettes, lip gloss, perfume, nail polish, bracelets, etc. There are also "Avengers 3" co-branded women's clothing, including T-shirts, hoodies, short skirts and sports bras, etc. The prices are relatively affordable, and friends who can handle the colorful style can give it a try.

What most attracted Sir to buy were the more than 150 categories of home furnishing items launched by Marvel and Japanese furniture brand Otsuka Furniture. Otsuka Furniture also held a Marvel-themed home exhibition, which really brought the superhero style into thousands of households and became a lifestyle that accompanies the growth of young people.

Not only offline, but also online, Marvel is targeting all young people's favorite products to launch linked gameplay. For example, the recently popular game "Fortnite" announced the launch of a new superhero character. An Infinity Gauntlet inlaid with 6 Infinity Gems will also appear on the Battle Royale map. Players who find the props can transform into Thanos and use the power of the Infinity Gauntlet. This idea was thought up by the director of "Avengers 3" because the Russo brothers are both loyal fans of "Fortnite".

In addition, viewers who have watched "Avengers 3" should have noticed that there are actually many spaces for implantation in the movie, such as the Hulk's mobile phone, the tree spirit Groot's game console, and the nuts that Drax is eating. Are there really any brands joining in? This suspense is left for everyone to uncover. Sir, of course, knows that spoilers are fun for a while, and the whole family *...&&#￥

The author of this article @曹乐溪 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games