Don’t worry, this blog post is spoiler free!
Avengers: Endgame has been in the making for more than decade, and it all started with Iron Man. Did the creators of that film know going in how far the Marvel Cinematic Universe (MCU) would go when they started? Three phases…. 20 movies… Millions of fans…
I think they did, and I think there is something to playing the long game. It certainly paid off for them.
How can we, as PR and marketing pros, strategically play the long game with our own campaigns? Follow the MCU formula:
Step 1: Know your audience
One of the most interesting things about the Marvel movies is that they don’t exactly follow the comic books. They follow some character arches, mix in a few others, but never follow one comic book series completely. They keep things fresh and interesting for comic book fans, so they are surprised, while also tapping into the non-comic book fan base as well.
We can, and should, do the same. Our brands usually have a following, so we need to appeal to them and keep them interested in our content with a variety of mediums, channels, and potential offers. We also need to tap into potential customers by offering them content that they would like as well.
Step 2: Use your stars effectively
When Robert Downey Jr. tweeted at Marvel to get the Avengers: Infinity War movie release moved up a week, and Marvel agreed, it was one of the best social media moments of the year. Tom Holland both “accidentally” and actually accidentally gave too much information in an Instagram post or interview, getting fans’ attention early. Marvel knows how to use its stars to drum up buzz before big moments.
Your brand should have stars too. They don’t have to be in a movie either. It can be a staff member taking over the Instagram channel for a day or two for a behind-the-scenes look into the organization, or it can be the spokesperson doing a TV interview promoting an event or spreading awareness. There are a number of social media and PR opportunities that your stars can take advantage of.
Step 3: Know where you will end, before you begin
Twenty movies, countless hours of editing and special effects, and a lot of laughter and tears from the audience, Avengers: Endgame marks the end of an era. And I think the creators knew all along how it would end. After every movie, there is an end-credit scene giving hints to the next movie. And when you put them all together, you know that the story has come full circle.
As marketing and PR pros, it’s our job to take our audiences on a journey by telling our client’s incredible stories. To do that effectively, we need to know where the story will end when we start. We can do this by writing blog posts effectively, creating engaging social media content, and securing media opportunities. By using key messages, every channel can promote the brand, client, or event can tell the same story and take the audience on a journey through different channels.
By following the MCU formula, hopefully, you can avoid Thanos’ snap (or at least help reverse it) and get your message to the right audience, using your stars, and tell a good story.
About Scooter Media
Scooter Media is a full-service communications agency in Greater Cincinnati specializing in public relations and social media. Want to know more about “How to Create an Incredible Communications Plan?” We’ve got you covered right here.