marvel

Integrated Campaign: Social, Online, In-Store POP and Digital Signage, Experiential, OOH and Contesting

Timing: March 7 to April 30, 2014

Media Support:
$400,000 outdoor media campaign in Toronto, Calgary, Edmonton, Vancouver, Oshawa, Hamilton and Kitchener

Social Media Support:
Extensive social media contesting to give away advanced screening passes.

• Innovative hashtags: #agentoffroyo #herocup
• Contesting and blogger support
• Marvel Canada’s most extensive integrated program done with a partner to-date!

POS Support:
Experiential Marketing Program “#CallCap”: Captain America wrapped Yogurty’s Froyo Truck with Agents of S.H.I.E.L.D. and Cap himself arriving!

• 1,570 items of swag distributed
• 3,200 samples given
• 625,000 impressions
• Key Yogurty’s locations visited in Toronto and Vancouver
• Maximized consumer impressions at the Blue Jays home opener
• Excellent consumer feedback

View #CallCap: https://www.youtube.com/watch?v=XCqLDv2oSeg

Publicity:
• 5 minute + segment on Breakfast Television in support of the experiential marketing program
http://www.bttoronto.ca/show-notes/friday-march-28-2014/
• Tour key media outlets with the Captain America wrapped Yogurty’s froyo truck
• Great coverage including Global News, BT, The Kit, Family Food and Travel, Taylor Kaye

The film results:
• Highest grossing weekend box office for a film released in April in Canada; record previously held by Fast Five with $6.8 million, Captain America surpassed with $7.5 million
• Almost doubled the original box office of $4.1 million in Canada
• Incresed the Canadian percentage of the North American box office from 6.5% with Captain America to 8.2% with Captain America: The Winter Soldier
• #1 at the Canadian box office for 3 weekends in a row
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• Approximately 1.9 million Canadians have seen Captain America
• Over $600 million grossed worldwide thus far

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