Marvel’s Guardians of the Galaxy Vol. 2 is just days away. While the movie released overseas a few weeks ago, the hype has been building up for the long-awaited US release.
- 'Guardians Of The Galaxy Vol. 2': News, Trailer, Release Date, Plot, Cast, Characters & All You Need To Know
To gather the masses for what's set to be one of the biggest domestic openings of the year, #Marvel united with several big corporate names to promote the movie. Today we’ll be ranking the top seven Guardians of the Galaxy Vol. 2 product tie-ins and ad campaigns, exploring their overall effect on their respective target audience.
7. Go-Gurts Of The Galaxy
- Campaign: Yoplait
- Target Audience: Children and parents who like the outdoors.
Marvel partnered with the number one yogurt company in America to promote #GotGVol2. The ad (see above) places several children in an outdoor campfire enjoying their Go-Gurts before they call it a night. But, when they all mention their ideal member of the Guardians of the Galaxy, they all jump out of their sleeping bags when the tree besides them says, "I am Groot." Pretty adorable.
- Does it work?
The ad is short and portrays its message clear and simple. The target audience are children young enough to not own a smartphone, but of course this is not always the case. Today's children are already tech-savvy, so while the outdoors serves as a fun place to enjoy some Go-Gurt, a classroom or a recess playground would have served as a better environment to present the ad. Perhaps the ad is suggesting parents that as well as buying Go-Gurt and watching Guardians 2 with their kids, they should go camping with them more often. Ultimately, does the ad encourage its target viewers to watch Guardians of the Galaxy Vol. 2? Not as much.
6. The Guardians' Favorite Ice Cream Is Dairy Queen
- Campaign: DQ
- Target Audience: Teenagers and young adults.
You've heard the Awesome Mix soundtrack, but now you can eat it! Marvel partnered with Dairy Queen to create a Blizzard that's an awesome mix of cookie and brownie.
- Does it work?
Most Dairy Queen restaurants can be found in the food courts of shopping malls, where teenagers and young adults generally shop. The ad incorporates this demographic by having all the DQ employees be around this age spectrum. Along with the new creamy menu item inspired by the movie, the Blizzard's container incorporates specialized designs of each member of the Guardians of the Galaxy, giving each Blizzard consumer their own unique cup based on their favorite Guardian.
Based on the ad, when you visit your local DQ, human-sized cardboard cutouts of the Guardians will be present, allowing for a more complete Marvel cosmic experience. The ad works because we can see the Guardians brand everywhere . If you go to a DQ restaurant and buy the Blizzard, then it's likely that wanting to see the movie will linger in the back of your head.
5. The Guardians Of The Football Galaxy
- Campaign: ESPN
- Target Audience: Men and women that like and watch soccer on ESPN.
Gamora, Groot, Star-Lord, Rocket and Drax might be the Guardians of the Galaxy, but now football players Thibaut Courtois from Chelsea FC, Tim Howard from the Colorado Rapids, Marc-Andre ter Stegen from FC Barcelona, Gigi Buffon from Juventus, David De Gea from Manchester United and Manuel Neuer from Bayern Munich are the Guardians of the Football Galaxy! Marvel and ESPN are both owned by #Disney, so it was just a matter of time before their superheroes met the sports world.
Does it work?
This digital print ad transforms six of the best pro goalkeepers into superheroes. What's unique about the design is that it doesn't completely erase the athlete's sports essence, while still giving them a superhero aesthetic. But does it make people want to see the movie? Perhaps. Soccer and superheroes are not a match made in Heaven like basketball and hip hop, so it's unclear whether avid soccer fans will consider buying a ticket to see the movie. On top of that, while the ad's digital print form is eye-catching, the ad is still apt to be swiped by in an Instagram user's feed. If the design had instead applied a motion graphics presentation, where the athletes would move, perhaps it could've resonated more with the target audience, and people outside that target.
4. The Guardians Eat Doritos
- Campaign: Doritos
- Target Audience: Everyone
Not only did Marvel partner with Doritos, they created a special bag of the nacho cheese chips that carries an audio jack. That's right, your Doritos will play music. But not just any music, the bag is specialized to let you listen to the soundtrack of the movie. It is unique indeed; now we have a reason not to throw the bag away after crunching down the chips.
Does it work?
What's unique about the product, besides it's audio component, is that it's generally targeted towards every demographic. Both children and adults enjoy Doritos. With the added specialty of having the bag serve as a music player, the product also increases in value. It could well be a nice collectible item. The key to successfully selling the product is the shelf packaging. If there's no indication on shelves that the bag is also a music player then the product is apt to fail, as people would just follow to throw away the bag after eating the Doritos.
All in all, this is an excellent product that ties nicely to the Guardians of the Galaxy. If someone buys this Doritos bag, then I'm certain that person will be seeing the movie soon.
3. The Galaxy Is In Love With Mars Candy
- Campaign: M&M's
- Target Audience: General movie-goers
It makes sense that a movie partners up with every movie theater's favorite candy. One thing is for sure, though, no one does it like Marvel. One of their promotional material includes a hilarious video (see above) where the M&M's characters interact with a real raccoon.
Does it work:
This ad's target audience are people that go to the movie theater. It's main objective is to get those people to buy M&Ms next time they visit the theater, while at the same time insisting that the movie they see be Guardians 2. The ad works because it is funny, short and capitalizes on the comedic aspect of Guardians of the Galaxy Vol. 2; the fact that a raccoon is one of the main protagonists.
In addition to the raccoon video ad, Marvel has even released fun interactive videos on their YouTube displaying all the Guardians you can make with different variations of the chocolate candy:
2. Baby Groot Has A New Friend Who's Insured
- Campaign: GEICO
- Target Audience: Adults who own automobiles
If only the Gecko had made an appearance in the movie. At least in an alternate reality where he did appear, he is saving us fifteen percent or more on car insurance with the help of Baby Groot.
Does it work?
The ad works because it incorporates the Gecko in the movie itself. While it probably won't make its target audience switch to GEICO in a heartbeat, they will definitely remember when a talking lizard had a conversation with a talking tree, hence, a spark of interest in seeing the movie.
1. Baby Groot Drives Better Than Dom In 'The Fast And The Furious'
- Campaign: Ford
- Target Audience: Adults looking to buy an eco-friendly car
To promote the movie and the new EcoSport, Marvel teamed up with Ford and the results are better than an action sequence from The Fast and the Furious. As seen in the video above, Baby Groot serves as the perfect front seat passenger when a horde of aliens want to shoot you down.
Does it work?
Yes, it works fantastically. Like the GEICO ad, Ford is also utilizing the movie itself in the ad, by having the Sovereign spaceships and Baby Groot in the video. It also portrays Baby Groot outside of his usual setting, space. This is an ad that viewers will remember.
Perhaps space is exactly where Vin Diesel will take his other million dollar franchise next, but for the time being, catch Guardians of the Galaxy Vol. 2 in theaters Friday!
Which ad campaign was your favorite? Let me know in the comments below!