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EXCLUSIVE: It’s been a long time since we’ve seen anything from Marvel, and you can blame that squarely on the pandemic.
As the biggest hope for a better 2021 comes with new President Joe Biden looking to deliver 100 million doses of the vaccine in his first 100 days, fans and girls can finally calm down, because to go Today’s first streaming series featuring characters from MCU, Disney + WandaVision, finally sees the light of day.
It’s been 20 months since Disney delivered the highest grossing film ($ 2.8 billion) and global opener ($ 1.22 billion) of all time with Marvel. Avengers: Endgame, and 563 days since Sony / Marvel’s Spider-Man: Far From Home hit the big screen. As rival studios try to focus on marketing both their streaming prices and their movies, the WandaVision push was designed and implemented by the same theatrical marketing team (led by President Asad Ayaz) at Disney that was behind their hit MCU series of Avengers Pictures, Captain Marvel, Black Panther and more. The Ayaz crew also mounted the marketing of seasons 1 and 2 of Star Wars: The Mandalorian. It’s a set that has earned great bragging rights: They have the distinction of delivering a 2019 global industry box office record for Disney in 2019 of $ 13.2 billion.
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the WandaVision was one that had been in the works for about a year and a half. Through all of its tentacles, including outdoors, digital and television, 2.14 billion impressions were generated.
“In classic MCU Marvel form, the WandaVision The rollout has been fully triangulated across the Marvel, Disney and Disney + ecosystem with a 336.86 million SMU social media universe on Facebook, Twitter, Instagram and YouTube – with Marvel’s SMU at 107.3 million, Disney at 92.3 million SMU and Disney + emerging growing at 9.5 M SMU. WandaVision social reach is light years ahead of most streaming shows with a 263K SMU, ”reports Hollywood social media analytics firm RelishMix.
Marvel does WandaVision official at San Diego Comic-Con in July 2019 when Elizabeth Olsen (Wanda Maximoff), Paul Bettany (Vision) and Teyonah Parris (Monica Rambeau) took to the stage in Hall H to announce the project, written by Captain Marvel scribe Jac Schaeffer.
‘WandaVision’ trailer: first look at Disney + ‘s Marvel series revealed at Emmys
We wouldn’t see a flicker of WandaVision again until September 20 of last year, which was Emmy night. And while there weren’t many people watching the Emmys (6.1 million), the WandaVision trailer resonated well after the telecast with 53 million views online in its first 24 hours. (18 million overall views on YouTube), a record for a streaming trailer for the series. If Netflix’s organic and silent menu campaign for The queen’s gambit can give its most watched limited series with 62 million views in 28 days, imagine what the noise made here WandaVision could potentially give way.
“The clear driver of social media for WandaVision Outreach and engagement marketing is broadcast on YouTube with over 119 million views, more than double the 53 million since September 22 and the date announcement. The campaign of more than 24 BTS spots, trailers and interviews is powered by the Marvel YouTube channel (14.8 million subscribers) and published on Disney + YouTube (287,000 subscribers) and Disney YouTube (5 million subscribers) ) – all of which are ripped apart and reposted on Movie, Fan and Superfans channels with over 120 videos, all with over 100,000+ views, ”says RelishMix.
During the month of November, Disney took to heartbeats as it pushed the series to stream, the first to play star characters in the MCU. Specifically, there was a Weekly entertainment cover and first look images that debuted online. November 12, filing date for WandaVision was advertised on social media with a personalized motion poster. Empire magazine launched a WandaVision online coverage with special coverage for alternative subscribers.
December was the profitable period for the WandaVision campaign with six posters from the decade – for the 50s, 60s, 70s, 80s, 90s, 2000s – that were uploaded daily from December 4 to 9 to subliminally tease an upcoming content drop, which, well Of course, was the second trailer, which was unveiled during Marvel Boss Kevin Feige’s presentation at Disney Investor Day on December 10. This trailer alone generated almost 9 million views on YouTube. A new paid key art went live immediately.
While many studios have cut back on theatrical P&A spending during the pandemic, Disney has spared no show to promote WandaVision in its sister companies in a synergistic blitz. This included not only commercials, but also special-looking stunt interstitials, co-branded takeovers, on-air graphics integrations, live show integrations, and personalized content for talent.
Even today, on the show’s launch day, there’s a 15-second spot that airs hourly with animated billboards on 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 when the ABC Disney Parks Magical Christmas Day Parade aired. See below:
Separately, as part of Disney’s cross-promotion for WandaVision, there was an ESPN SportsCenter Virtual Set Takeover showcasing the logo’s transformation over the decades (from 1979). There was a custom Hulu social stunt with director Matt Shakman connecting retro looks from 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 announced in a near-ubiquitous presence in major broadcast hits, including NFL and NBA games, prime-time TV, cable, and streaming platforms.
WandaVisionThe campaign’s digital push included the launch of his Instagram account, which served as
Self-updating “reality bending” grid (you can see what we’re talking about here). Custom Twitter emojis included #Wanda, #TheVision, and #WandaVision, updated week by week as the season evolves over the decades. There was a “Heart to Remind” launch on Twitter, encouraging users to like this tweet to receive reminders when they are new. WandaVision beginning of episodes. Black and white character posters were digitally deposited between January 10 and 14.
For key talent and influencers to tweet photos about the show, Disney sent them a dinner box with a personalized TV tray, a set of utensils, coasters, glasses, and a journal designed to look like to a vintage. TV guide with personalized coverage. A Talent Panel Q&A was posted on Twitter yesterday with the Wandavision actors, filmmakers, and appearances of other MCU talent.
Even though Hollywood films reduced their outdoor presence during Covid with less traffic and box office capitals NYC and LA closed, streaming series billboards were prevalent in both cities; Wandavision no exception. If you are in LA, you will see billboards on the Sunset Strip, the Beverly Center, the W Hotel Hollywood, and the Hollywood Towers; while in New York, you’ll find animated billboards in Times Square and outside Penn Station.
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