The Avengers 2: Age of Ultron
Avengers Assemble
TARGET AUDIENCE: Comic-Con goers, Marvel followers, and action movie lovers, individuals who enjoy cos-play and solving puzzles to figure out what happened next in the story or in a series of events. Ranging from males to females, ages 18 to 30, typically students to young professionals who may already be signed up for specific comic con news letters or The Avengers Fan Club.
STRATEGY: Turn Avenger followers into characters of the series themselves by making them feel as if they can unlock different information through the levels and challenges they have completed. By slowing releasing bits of information to fans of the series, starts The Avengers 2: Age of Ultron, Avengers Assemble campaign off to a truthful and fun way to interact with the movie before it comes out.
CAMPAIGN OVERVIEW:
-Print ads in which allows viewers to interact with the app Blippar, revealing hidden trailers, information, or clues about the movie.
-Comic-Con activation pad in which followers activate their membership which allows them to partake in Avengers Assemble.
-Comic-Con guerilla stunt in which we transform the main street in front of the Comic-Con building into a aftermath "Hulk" fight scene.
-Interactive bus stops. Using Blippar, followers can interact and sign into their profiles to share, discover, and view clues that they have collected along the way.
-Website where followers can view and share accomplishments, badges, and information they have unlocked.
-Comic-Con activation pad in which followers activate their membership which allows them to partake in Avengers Assemble.
-Comic-Con guerilla stunt in which we transform the main street in front of the Comic-Con building into a aftermath "Hulk" fight scene.
-Interactive bus stops. Using Blippar, followers can interact and sign into their profiles to share, discover, and view clues that they have collected along the way.
-Website where followers can view and share accomplishments, badges, and information they have unlocked.
Print
These print ads will serve as one of two things. A movie poster, which also allows consumers to be interactive through Blippar, an interactive app that bring print ads to life. Once viewers download Blippar, they will then hold their smartphone in front of the poster, then it will bring secret footage from The Avengers 2: Age of Ultron.
Comic-Con Take Over
To kick off the campaign, we will take over multiple Comic-Con conventions around the nation. Like you see above, visitors will be able to walk through an see what it would be like to walk onto a fight scene from the new film. Once inside, followers then will see out Avengers Assemble activation pad where they will be able to step onto the platform and register as a new agent. From there, once they come across interactive posters, all their findings will go under their research database.
Website
Our website will allow agents to create profiles, track recordings, talk with other agents to connect clues, and earn badges.
Avengers Assemble App
Like stated before, participants can log into Blippar to make print ads come to life. As you see, once a player logs in it then registers their membership card, their agent avatar, and the new material in which they unlocked. Once they have viewed the material, they are given an option to share it via social media. If they choose to do so, they may unlock a new avatar in that of a higher level.
Social Media
Through social media like Twitter, agents will be allowed to share information and agent updates. Once players get to a specific level, they will be entered in a chance to attend The Avengers 2: Age of Ultron premier with 5 of their friends.
