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Tech-driven promotions build hype and generate sales around Avengers Endgame

An out-of-home campaign around Avengers Endgame in Singapore saw digital bus shelters transformed into a box office to score tickets for the film.

The highly anticipated conclusion of the Avengers story saw ticketing sites in many parts of the world crash, unable to keep up with the demand. Closer to home in Singapore, scalped first day tickets sold for as high as S$888 on consumer marketplace Carousell.

The activation from Walt Disney South East Asia saw the company team up with dentsu X, out of home communications firm Posterscope, CNS Connections and media owner Clear Channel.

In the first phase of the campaign, cinemas were geo-targeted based on their proximity to the 100 bus shelters selected for the activation. Each bus shelter was paired with the two closest cinemas.

A day before the premiere, a ‘one day countdown’ ran on the bus shelters.On the day the film was released, the screens were refreshed to feature live feeds from the cinema operators, giving information like show timings and ticket status for two weeks. The shows were colour coded according to ticket availability: red for ‘limited seats’, green for ‘filling up fast’ and grey for ‘available’.

Purchases were made via the Marvel Facebook Messenger chatbot, initiated using the #AvengersSG.

Speaking about the activation, dentsu X Singapore general manager Jessica Beaton said: “With such a blockbuster hit, fans and movie-goers deserve a memorable experience right from the start. We worked together with The Walt Disney Company South East Asia to create a seamless experience derived through platform innovation.

“We created an offline to online approach that will not only help drive footfall to specific cinema locations, but allow fans to be a part of this milestone launch simply by engaging with the digital media placements while waiting at bus stops.”

Clear Channel’s head of client partnerships and business development Amanda Woo added: “The first-ever live movie showtime display campaign will set a new standard to showcasing films and bring us one step closer to OOH attribution.

“By delivering highly contextual ads at the right moment, we impact consideration for commuters to head to the nearest cinema to catch the blockbuster.”

CNS Connections creative director Abel Teo said: “The provision of real-time geo-targeted movie sessions in an OOH environment presents the golden opportunity for Disney to literally demonstrate that it will do whatever it takes to elevate the movie goer’s consumer decision journey.”

Across the border in Malaysia, dentsu X used 300 drones to create symbols from Avengers lore like Thor’s hammer and Iron Man’s mask across the Kuala Lumpur skyline; apparently also making it to local record books for the ‘maximum number of drones used in a light show’. The film has broken all previous box office records for presales in the country scoring RM10 million or US$2.4 million so far.  

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