EXCLUSIVE: It’s been a long time since we saw anything from Marvel, and you can blame it on the pandemic.
As there is greater hope for a better 2021 with incoming President Joe Biden wanting to deliver 100 million vaccines in his first 100 days, fans and girls can finally calm down, as from today the first streaming series featuring MCU characters, Disney + se. WandaVision, finally we see the light.
It’s been twenty months since Disney delivered the biggest revenue ($ 2.8 billion) and the global opening ($ 1.22 billion) with Marvel’s of all time. Avengers: Endgame, and 563 days since Sony / Marvel’s Spider-Man: Far from home hit the big screen. While competing studios are trying to market their heads for selling their streaming rates and movies, the WandaVision push was designed and implemented by the same theater marketing team (led by President Asad Ayaz) at Disney, which is behind its MCU trailer of Avengers photos, Captain Marvel, Black Panther and more. Ayaz’s crew also has the season 1 and 2 marketing of Star Wars: The Mandalorian. This is an ensemble that has acquired great bragging rights: they have the distinction of delivering a world record for Disney in 2019 of $ 13.2 billion.
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The WandaVision campaign was one that was about a year and a half in the making. During all its tentacles, including outdoors, digital and TV, an incredible 2.14 billion impressions were produced.
‘In classic Marvel MCU form, the WandaVision deployment is fully triangulated across the Marvel, Disney and Disney + ecosystem with a Social Media Universe SMU of 336.86M on Facebook, Twitter, Instagram and YouTube – with the Marvel SMU at 107.3M, Disney at 92.3M SMU and emerging Disney + grows at 9.5 M SMU. WandaVision social reach is light years ahead of most streaming programs with an SMU at 263K, ‘reports Hollywood media analytics firm RelishMix.
Marvel made WandaVision official at San Diego Comic-Con in July 2019 when Elizabeth Olsen (Wanda Maximoff), Paul Bettany (Vision) and Teyonah Parris (Monica Rambeau) took the stage in Hall H for the project, written by Captain Marvel wrote Jac Schaeffer.
‘WandaVision’ Preview: First Look at Disney +’s Marvel Series Unveiled at Emmys
We would not see a flicker of WandaVision again until September 20 last year, which was Emmy night. And although not many people watched the Emmys (6.1M), the trailer for WandaVision resonated after the broadcast with 53M online views in the first 24 hours (18M overall views on YouTube), a record for a streaming series trailer. As Netflix’s silent, organic menu for The Queen’s Gambit can deliver its most limited range with 62M views in 28 days, imagine what the noise is for WandaVision can potentially yield.
‘The clear manager of social media for WandaVision Awareness and engagement marketing is running on YouTube with over 119 million views, which has more than doubled from 53 million since September 22 and the date announced. The campaign of more than 24 locations, trailers and BTS interviews is conducted from the Marvel YouTube channel (14.8 million subs) and crossed on Disney + YouTube (287 000 subs) and Disney YouTube (5 million subs) – everything is ripped and posted on movie, fan and superfan channels with more than 120 videos, all with more than 100,000 views and more, ”says RelishMix.
During November, Disney hit a pulse when it hit the streaming series, the first of the MCU characters. There was specifically a Entertainment weekly cover and first look images that started online. November 12 is the expiration date for WandaVision was announced on social media with a customized motion poster. Rich magazine debuts a WandaVision online coverage along with a special alternative subscriber coverage.
December was the payout for the WandaVision campaign with six decades of posters – for the 1950s, ’60s,’ 70s, ’80s,’ 90s, 2000s – that will be printed online daily from December 4-9 to bother an upcoming content reduction, which of course marks the second trailer, which during the presentation of Marvel Boss Kevin Feige on Disney Investor Day, December 10, was launched. The trailer alone has generated nearly 9 million views on YouTube. New payout art was sent online immediately.
While many studios limited their theater expenses during the pandemic, Disney spared no exposure WandaVision in its sister ventures in a synergistic blitz. This included not only ad slots, but also specialty interpersonal ads, co-brand acquisitions, aerial graphic integrations, show integrations, and custom content.
Today on the launch day of the series, there is one hour of 15 seconds every hour along with animated billboards in ABC, ABC O & Os, ESPN, ESPN Deportes, Freeform, FX / FXX / FXM, National Geographic, Nat Geo Wild and Hulu. On Christmas Day, there was a special 60-second look during the ABC Disney Parks Magical Christmas Day Parade broadcast. See below:
Separately, as part of Disney’s cross-promotion for WandaVision, there was an ESPN SportsCenter takeover showing the transformation of the logo through the decades (from 1979). There was a Hulu social stunt in which director Matt Shakman linked retro looks WandaVision to nostalgic hit TV shows. And on FX and FXX there was almost 20 minutes of programming with the making of two minutes WandaVision.
WandaVision was also advertised in an almost ubiquitous presence in key broadcasts, including NFL and NBA games, primetime TV, cable and streaming platforms.
WandaVisionThe digital push of his institution included the launch of Instagram account, which has never been done before
‘Reality Bends’ grid that updates on its own (you can see what we’re talking about here). Custom Twitter emojis have included #Wanda, #TheVision and #WandaVision, which are updated week after week as the season progresses over the decades. There was a “Heart to Remind” launch on Twitter that encouraged users to like that tweet to receive reminders when it’s new WandaVision episodes debut. Black and white character posters were dropped digitally between January 10-14.
So that key talent and influencers could tweet photos about the series, Disney sent them a TV lunch box with a custom TV tray, tool set, saucers, drinking glasses and a journal designed to look like a vintage. television guide with a personalized cover. A talent panel Q&A streamed on Twitter yesterday with the Swirl cast, filmmakers and performances from other MCU talent.
Although Hollywood movies during Covid closed with less traffic and the box office capitals NYC and LA scaled down outdoors, billboards for streaming were common in both cities; Swirl no exception. If you’re in LA, you’ll see billboards on the Sunset Strip, Beverly Center, W Hotel Hollywood and Hollywood towers; while getting movement application boards in NYC in Times Square and outside Penn Station.