Avengers Endgame Case Study:
360° Marketing:
A marketing strategy that focuses on reaching the target audience across multiple platforms and channels.
Immersive Marketing:
A type of marketing used to create an emotional connection with the consumer, using interactive and immersive technologies/platforms to create a personalised and appealing experience.
Viral Marketing:
A style of promotion that relies on the audience to generate and push the message of a product or service, generally using social media.
Hype:
To promote or publicize (a product or idea) intensively, often exaggerating its benefits.
Buzz:
An feeling of intense enthusiasm, interest, excitement, or exhiliration.
Buzz is more natural; word-of-mouth publicity from the people about something they are excited about.
Global Marketing Campaign:
A marketing campaign intended to advertise products or services to a global, rather than local, or regional audience.
Avengers Endgame Box Office:
$2.799 Billion
info:
trailers:
3 trailers; didn't give away film - generated interest/anticipation
marvel social media:
- 32.5 million followers insta
- 5 main have collective following of 35million on twitter, 50 million on insta
collabs:
audi, mcdonalds, coke, google, general mills, ziploc
Synergy and cross media convergence can have a major effect on the success of the film. Conglomerates such as the Big 5 (Disney, Sony/Colombia, Paramount, Warner Bros, and Universal), who form an oligopoly over the film industry, holding around 85% of the market share, have major funding at their dispensal, a large portion of which is allocated to marketing. For example, Disney's Avengers: Endgame (2019), directed by the Russo Brothers, had a total budget of 356 million USD, 200 million of which was used for maketing. In the end, Endgame ended up generating the highest box office sales for the year, earning over $2 billion in sales. The film employed various forms of advertising, using 360° marketing, as well as a global campaign to target potential audiences. Several trailers were released on YouTube, an international platform available in over 100 countries worldwide, as well as other promotional content through other social media platforms such as Instagram and Twitter. The film also partnered with brands such as Coca Cola, Audi, and McDonalds, employing synergy to maximise the spread and profitability of their campaigns, reaching many target audiences and demographics through these partnerships.
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