With the release of ‘Captain America: Civil War’, it is not only the fans who are excited about the movie, but brands too. The movie with its huge appeal offers a potential platform for brands across categories to earn better user engagement and wider reach.
With the launch of Marvel’s new Captain America brands like Coverfox, BookMyShow, Coca-Cola, Snapdeal and Audi have released campaigns around the movie’s theme to target maximum consumers.
Snapdeal offered Marvel comics on its platform and ran a contest for its followers on Twitter to win a Marvel hamper. Their twitter page published 5 questions for the contest.
BookMyShow launched a contest too for Marvel’s new movie. The rules for the contest involved following bookmyshow, retweeting and hitting the favourite button for all the questions of the contest and using #CivilWarTomorow, all this in a bid to bring more user engagement to the contest.
The association of Audi with Captain America: Civil War is not unknown. They created a comic book that features the stars from the Marvel series using Audi cars in chase sequences. They shared the link to the digital comic on their Twitter handle http://bit.ly/1VGYj99
Coca-Cola global left no stone unturned to get its user engagement to the maximum for Civil War. While one post showed a coke can transforming in Captain America the other can transformed itself into Iron Man.
Watch the video here https://twitter.com/CocaCola/status/728304065914904576
Dell ran a contest on Twitter asking its followers to send a dubsmash using #DellDubsmash to win exciting goodies.
Brands earlier this year piggy backed on the release of ‘Batman Vs Superman: Dawn of Justice’ and ‘Game of Thrones’ and a few brands cashed in the infamous 4th May that is dedicated to Star Wars.
Explaining this trend of brands leveraging the popularity of a movie to maximise their reach, Jaimit Doshi, Chief Sales and Marketing Officer, Coverfox, said, “For any campaign we think differently and we follow our passion, if we believe in something we do it. As a start up people who work for us are responsible for the brand and so if we believe in something or are passionate about something we go ahead with it.”
Mihir Karkare, VP, Mirum India feels that anything with a wide appeal becomes easy to work on. “If the campaign relates to the personality of the brand then there are no two ways about the campaign being a success”
Such campaigns and contests are not only aimed to reach out to people as much as possible but also create an engagement around the campaign. Doshi says that campaigns like the ‘Game Of Thrones’ on Facebook for Coverfox and other such campaigns bring about a better user engagement, but a wide reach is not the real measurement for a good campaign with engagement. While Karkare feels that experimenting helps in standing out from the clutter and the brands personality and the brand’s campaign must run hand in hand.