Skype and Marvel got together for the launch of Avengers Age of Ultron to create Earth’s Mightiest Group Chats.
Our theme of “Mightier Together” had no on-the-ground activation, so our campaign centered around driving in-client engagement via an official fan chat on Skype — encouraging epic global conversations around the film.
To generate buzz, we created exclusive collectable Avengers character cards that were unlocked via a series of tasks — from social sharing to instant message quizzes before being shared with the chats and via OneDrive. The fan who solved the final clue had their name added to the card, gaining additional kudos from their peers.
Skype features that we showcased included group video calls, file sharing, instant message and video message.
Scope of work:
Marketing strategy
Creative strategy
Creative marketing concepts
Creative marketing execution
Creative and brand direction for:
• Product activation and integration
• Video storytelling
• Social media channel assets; owned, earned and paid
• Email
• Banners
• Ticket and promotion design
• Press junket
Results:
Awareness: 14.9 Million impressions
Engagement: 4.9 M
Participation: 134.4K (11.3K)
Effective media value: $313K
