![]() ![]() “Whether or not it’s effective, we’ll have to wait and see.”įor Marvel, a key part of the campaign was to connect the ads to the ongoing stories of the various characters - a challenge for a franchise with a dizzying array of plots, personalities and timelines. “What’s interesting is that it goes across different series,” UCLA marketing professor Aimee Drolet Rossi said of the Marvel campaign. The Marvel spots are part of a larger effort to use Disney properties, including ABC’s “The Bachelorette” and ESPN’s “SportsCenter,” in commercials for the vehicle after Hyundai skipped the latest Super Bowl, where a 30-second ad cost more than $5 million. “For us to be a part of that is pretty unique.” “People have their eyeballs in a lot of places, but these shows have fans,” she said. Connecting the car with a brand as popular as Marvel’s could help, Zepeda said. In the background, a new owner: Discovery.įor South Korea-based Hyundai, which paid Disney an undisclosed amount to make the ads, the Tucson is battling in the competitive space of small SUVs against better-known rivals, including Ford, Toyota and Honda. It now faces a turning point as the studio’s parent company prepares its film strategy for the streaming age. angered Hollywood with its decision to put movies in theaters and on streaming service HBO Max simultaneously. movie plans take shape as Discovery merger looms The spots feature Tom Hiddleston as Loki, Elizabeth Olsen as Wanda Maximoff and Anthony Mackie as Sam Wilson, appearing for the first time as the new Captain America since the end of “The Falcon and the Winter Soldier.” I think everyone’s being much more open-minded about what the future of these partnerships look like.” ![]() ![]() “Media companies are thinking in a new, fresh way about partnering with brands. “Their willingness to use their properties and characters and open them up is very different from in the past,” said Angela Zepeda, chief marketing officer of Hyundai Motor America. Campaigns like this may encourage more entertainment companies to find increasingly creative ways to share their characters. While the web of storylines makes tie-ins complicated, the Disney-Hyundai campaign shows that studios are increasingly willing to unbox their franchises for marketing purposes. “I’m not aware of any auto campaign at this level in the streaming space.” “From a streaming perspective, a campaign like this has never been done before,” she said. But the Disney+ campaign is unusual for its use of multiple franchises to promote streaming content, said Mindy Hamilton, Marvel Studios’ senior vice president of partnership marketing. ![]()
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