Marketing Campaign for Black Panther

Marketing Campaign for Black Panther

• Marvel's decision to break the mold was rewarded, and big risks was needed for success.
• They made a new graphic novel, with adaptation of the franchise, while keeping the diversity of having two African-American author and comic artist.
• Marvel released a musical tie-in with rapper, Kendric Lamar called Black Panther: The Album used in the film's soundtrack it also took first place on the Billboard 200 album chart the week of its debut.
• The film also had a superbowl short, with black advertisers and producers.
• From December 2015, Marvel discussed the meaning of the film with audiences and the producer mentions the film will be a work of art, a political statement, and a necessary stepping stone in the Marvel Franchise.
• A trailer was released in 2017 Comic-Con, creating excitement.
• Before the trailer release in Comic-Con, Disney showed a teaser to viewers of the NBA Finals, (viewership peak 20.1 million 2017), 63% of NBA viewers are African-American males.
• Disney raised money for underprivileged kids to see the film, with a partnership with Hasbro to promote a toy line.
• Disney Consumer Products organised the 'Welcome to Wakanda: Fashion for the Black Panther Era' in New York Fashion week. This interested a young female demographic.
• A partnership with Lexus, risk for both companies, with product placement and adverts.
• Lexus was also involved in a comic book called, Lexus Black Panther: Soul of a Machine.
• The film used an interactive homepage, linked to social media which released character posters.
• Use of the hashtag, #BlackPantherChallenge on Twitter raised over $40,000 within the first few days for children to see the film who wouldn't otherwise would have. People who helped include, Boys and Girls Club of Harlem, celebrities Octavia Spencer and Viola Davis, NYC Marketing Consultant Frederick Joseph and Marvel actress Brie Larson.
• The success comes down to Disney and Marvel having a smart market with segmentation, attracting an African-American community and keeping consistent to product development.