CASE STUDY FILM

Avengers: Age of Ultron

BUDGET $316 million (gross) $267.4 million (net)BOX OFFICE

1.405 billion USD

TYPE OF ADVERTISING

ADVERT/LINK ANALYSIS (advertising techniques, ‘reach’)

‘Tie in’ http://www.adweek.com/core/wp-content/uploads/sites/2/2015/05/Gillette-1.png

One example of synergy is the Avengers and Gilette advertisement. Gilette are likely to sell more of their razors as it is Avengers: Age of Ultron inspired meaning the fans of this movie automatically will take interest in the product which gains more attention and possible sales for Gillete because of the popularity of the movie. Also by including Stan Lee’s name in their tweet, former president and chairman of Marvel Comics means the product has some verification by an important figure/celebrity. Also the product that have merged with Avengers in this advertising has been thought out well as a large part of Avengers viewership are male and are very likely to need razors.

‘Viral marketing’ & ‘Tie in’

http://www.adweek.com/core/wp-content/uploads/sites/2/2015/05/Audi.png

Also another example of synergy being the Audi and Avengers advertisement. Audi can see the huge amount of publicity and coverage about the new Avengers movie so this is a good way of not necessarily increasing sales but gaining company exposure. Also the way they are engaging with their followers on their social media account by asking them questions about which Avenger you would be and what Audi car you would drive using the hashtag #AudiAvengers is also a great way of viral marketing for both as people are sharing the knowledge about Audi’s cars by naming the car they would drive and also talking about their favourite Avengers character.

‘Viral marketing’

http://wersm.com/wp-content/uploads/2015/03/avengers-ultron-trailer-before-e1426115001949.png

Again another great example of viral marketing which you will find a lot in today’s world because of the huge number of people on social media and also being a completely free way of advertising. Again the use of Twitter and its hashtags. By getting people to tweet using the specific hashtag ‘#AvengersAssembles’ on the trending list on Twitter resulting in even more people seeing it. Also by throwing in some sort of deal by offering to release a new trailer if enough people tweet

using the hashtag, this builds up anticipation and exposure for the movie as even more people are going to tweet about it.

Ambient advertising

http://filmcutting.com/wp-content/uploads/2015/04/AAOU-Promo.jpg

Another technique is ambient advertising, a way of advertising using the everyday surroundings. This is a great way of advertising as you literally can’t miss it where as with other advertising some people may not have social media or watch TV to view trailers but with ambient advertising it’s in your face from when you walk out the door. Take for example advertising on a bus, you don’t even need to get on it to see it driving past. Also busses travel through big cities/towns and even cover areas that might be out of the way in the country which might be quite difficult to companies to reach out to them where as this does exactly that. People may say this could be quite intrusive but that is exactly what it is for to really get it in your face where ever you look in your daily life, like it or not. Other ambient advertising includes billboards and all sorts of objects you see daily.

‘Tie in’ Another good synergy is the Doritos and Avengers advertising. The colours of the flavours have been used to Avengers

http://static02.mediaite.com/themarysue/uploads/gallery/silly-ultron-merch/doritos-pile.jpg

movie benefit as it complements each characters from the Avengers look. This is another great way of advertising as anyone that likes Doritos or even just going shopping without even buying them you’re going to see Avengers. It also benefits Doritos as they have offers like buy 2 and be in with a chance to win something to do with Avengers e.g. movie tickets, avengers t-shirts or something of that sort meaning Avengers fans will also find themselves wanting to buy them increasing sales for Doritos.