EXCLUSIVE: With partners such as Coca-Cola, Quicken Loans, and Infiniti, Avengers: Infinity War is receiving the biggest promo push ever for a Marvel title, with a media value estimated north of $150M.
Seven different partners will serve up TV spots inspired by or featuring the film’s characters and themes. Our sources say the Coca-Cola partnership alone is worth an estimated $40M. Many of the partnership campaigns will be live within the next two weeks and will remain in rotation until well past Infinity War‘s April 27 release.
“Some of these partners are new to the family and some have been friends of the studio for years,” said Mindy Hamilton, Marvel’s SVP Global Partnerships & Marketing. “What they all share, though, is a commitment to innovate in their industries and excel at the way they craft their stories. We couldn’t be more excited about collaborating with them in preparation for this historic release.”
With the third go-round of the Avengers franchise, its regular promotional partners are doubling their support when compared with 2015’s Avengers: Age of Ultron. Beyond TV, fans will encounter interactive digital initiatives and robust in-store presences at numerous retailers.
Other brands teaming with Infinity War include Ziploc, Go-Gurt, Yoplait, Synchrony Bank, American Airlines and Stand Up to Cancer. In addition Duracell, Unilever, Quaker, Chevron and Samsung will be running promotions for Infinity War in smaller markets.
Quicken Loans’ Rocket Mortgage TV spot shows a unique side narrative during one of the opening battle scenes from the film:
There’s a team-up with the Infiniti QX50, which also makes a cameo in the movie. The studio is touting a suspenseful commercial with a twist at the end. There’s an international creative rollout from Coca-Cola Zero Sugar that reimagines Infinity War hero themes on its packaging and provides consumers with a chance to collect 10 different designs. Ziploc has a variety of custom-designed Infinity War images on its storage bag boxes, ditto for Go-Gurt and Yoplait cups, with a chance for fans to redeem movie tickets. Synchrony Bank’s long-running “Save Like a Hero” campaign plays up the film’s “fandemonium.”
Stand Up to Cancer, together with American Airlines, also is launching a national campaign with a PSA starring Scarlett Johansson and Chris Hemsworth making a powerful call-to-action.
Also, OnePlus smartphones in the UK are coming out with their own Infinity War edition, which includes a Qualcomm Snapdragon 845 SoC, 8 GB of RAM and 256 GB of internal storage. It’s a banner phone storage-wise for the OnePlus line.
“This movie is a celebration that we’ve been building toward for the past 10 years,” added Hamilton. “We feel fortunate to have partnered with brands who share that excitement, and it’s been an incredibly rewarding experience to see their creative visions come to life.”