Man of Steel promotional funding went to 100 global partners, the largest gathering in Hollywood history. These numerous partners have displayed several innovative methods of marketing the movie. Many proved the advantages in dealing with such a widely recognized brand in which the details are known to the vast majority of consumers, even if they have not seen the blockbuster. Warby Parker, for example, created a Man of Steel line of glasses designed to mimic the dapper Clark Kent look.
Gillette also tapped into the Superman zeitgeist, but with a more entertaining take, flooding social media channels with a series of videos exploring how someone invincible like Superman shaves. This take proved particularly brilliant because Gillette allowed fans to vote for their favorite theory: Bill Nye’s video, for example, hypothesized that Superman’s beard might be brittle enough to grind off in small chunks. Hershey’s somewhat similar take with the Twizzler brand held a promotion that encouraged users to create a self-starring Man of Steel video clip.
For those watching TV, Man of Steel commercials appeared from the Army National Guard, Nokia, Carl’s Jr. and a variety of other companies from a broad selection of industries. Nokia, the largest international company taking part in the promotions, created an entirely new app for the movie that gave newcomers the facts and history surrounding the Superman mythos. For those more well-versed in their comic hero information, Sears offered a series of extra tie-ins and early glimpses of footage that connected with Sears shopping perks and rewards programs.
Meanwhile, classic movie marketing in fast-food brands and cereal boxes also took place, with a few interesting twists. Hardee’s and Carl’s Jr., for example, worked with director Zack Snyder to create commercials that actually starred Man of Steel lead Henry Cavill.
The massive number of promotions indicates a promising trend for future Hollywood movies. When a brand is already strong, marketers are willing to find innovative ways of utilizing that brand to its fullest. This works less well with original material, but when people get the joke or tie-in, it can be especially effective. The upcoming list of superhero movies will provide even more opportunities for companies to hop on board, but, for now, Superman is flying highest.
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