Marvel Superhero Summer

In the summer of 2011, Marvel Movies produced a pair of superhero blockbusters; Thor and Captain America: The First Avenger. C&C Communications created a summer-long promotional campaign which included “eventizing” both Vancouver advance screenings, complete with comic book superheroes in attendance, as well as tapping into and expanding upon the local fan base to create grass roots awareness.

We worked with the Norse Culture Recreation Society, Reik Felag, to raise Thor’s profile in the community prior to release. They also provided an abundance of Vikings for the advance screening where a “who’s got the biggest hammer” contest was held to a cheering sold out crowd.

Prior to the release of Captain America: The First Avenger, local comic book stores Golden Age Collectables and Elfsar Comics created themed contests where fans built their own Captain America shields and dressed as their favorite superheroes to promote the movie ahead of release. Costumed crusaders were also present to lend atmosphere and create excitement at the advance screening.

We also worked with NovaCurrent Creative Solutions and StayFitAnywhere in developing a superhero workout which fitness expert Josh Neumann created, inspired by Thor. This garnered local media attention and Neumann appeared on SHAW TV to demonstrate the workout with hosts Fiona Forbes and Mike Eckford. Neumann also interviewed Thor star Chris Hemsworth’s personal trainer Duffy Gaver.

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