Spider Man and USPS
The movie Spider Man 2 opened this weekend ... to much fanfare, mixed reviews, and a slew of marketing ... with sales of $92 million in the US and close to $370 million worldwide. While some say that's far from a huge success, when the film cost $255million to make then I would say it's well on its way.
But far more interesting than the film (at least to me), are the brand partnerships.
Of course we are used to seeing blockbuster promotions that bring awareness to summer blockbuster movies, of which Spider Man 2 is the first for this year. It's become part of our pop culture and it's what's become normal marketing launch behavior for a movie.
But this film picked an unusual big partner, one that can actually benefit from the equity of the film to boost its own marketing.
The United States Postal Service (USPS).
By using imagery from the film, the brand is equating the speed and agility of Spider Man to that of their service. Smart comparison indeed.
Go into a USPS location, and you can find packaging materials that mimic the film. Great fun and an especially smart way to get the younger generations familiar with the USPS services over their competitors like FedEx.
Another interesting "partner" to the film is the Boys and Girls Club. In many cities, the film was debuted at the local Boys and Girls Club location, many celebrities on hand. What a great way to include the target demographic into the release of the film and give a little back.
This is just the start of the summer 2014 film season, I am sure, with many more brand partnerships on deck. Keep your eye out for some more interesting pairings and we can discuss them here!
What's your experience? JIM.
But far more interesting than the film (at least to me), are the brand partnerships.
Of course we are used to seeing blockbuster promotions that bring awareness to summer blockbuster movies, of which Spider Man 2 is the first for this year. It's become part of our pop culture and it's what's become normal marketing launch behavior for a movie.
But this film picked an unusual big partner, one that can actually benefit from the equity of the film to boost its own marketing.
The United States Postal Service (USPS).
By using imagery from the film, the brand is equating the speed and agility of Spider Man to that of their service. Smart comparison indeed.
Go into a USPS location, and you can find packaging materials that mimic the film. Great fun and an especially smart way to get the younger generations familiar with the USPS services over their competitors like FedEx.
Another interesting "partner" to the film is the Boys and Girls Club. In many cities, the film was debuted at the local Boys and Girls Club location, many celebrities on hand. What a great way to include the target demographic into the release of the film and give a little back.
This is just the start of the summer 2014 film season, I am sure, with many more brand partnerships on deck. Keep your eye out for some more interesting pairings and we can discuss them here!
What's your experience? JIM.