"Industry Innovators 2023: 10 Brands Redefining Event Marketing" is sponsored by Gladiator Productions, a new kind of production company igniting magic in the arena of live events, entertainment, and experience. We consistently partner with our clients by providing high-touch service through every step of the production process.
The Basics: With a roster of relatably human superheroes, Disney-owned Marvel has churned out multimillion-dollar movies and TV shows, building a seemingly insatiable fan base along the way. To engage its viewers even more, the entertainment company has created promotional activations and events that bring the cinematic worlds into real life.
Marvel has also paired with some powerful partners, including the NBA and DoorDash, to promote the brand. For example, the “NBA Forever” campaign, in conjunction with the release of Black Panther: Wakanda Forever, included themed games and exclusive Marvel team merchandise.
In its first-ever Coachella activation, Marvel Studios invited travelers to Knowhere, a nod to the home base of the characters of Guardians of the Galaxy. The activation was conceptualized and produced by creative agency IHEARTCOMIX.Photo: Courtesy of IHEARTCOMIX
In February, for the Moon Girl and Devil Dinosaur premiere, Disney Branded Television created an in-world celebration for the Disney Channel animated series. Based on the Marvel Comics characters, the series follows the story of Lunella Lafayette, who becomes a superhero named Moon Girl, and her dinosaur companion, "Devil Dinosaur," in New York City. The event recreated Manhattan's Lower East Side at Walt Disney Studios Stage 3, with New York elements like a deli, a barbershop, street signs, and a cityscape made from lights. Roller skaters performed choreographed routines.
Disney Branded Television partnered with Little Cinema to create an in-world celebration for the premiere of Marvel’s Moon Girl and Devil Dinosaur animated series, which debuted on Disney Channel and Disney+.Photo: Courtesy of Little Cinema
Also, due to the recent writers' strike, the release dates for many Marvel movies have been pushed. For example, Captain America: Brave New World was supposed to come out May 2024 but will now be out Aug. 26, 2024, and because of the interconnected nature of the Marvel Cinematic Universe, or the MCU, this means that other movies are also delayed.
In addition to the physical activation at Coachella, folks driving out to the desert could tune in to K-GOTG Radio, a Guardians-themed station featuring music from all three films, as well as commentary from comedian Greg Barris.Photo: Courtesy of IHEARTCOMIX
