In this session...
The evolving consumer and ever-changing marketplace require us to continuously innovate how we approach partnership marketing and deliver meaningful cultural conversations. Join executives from Disney and Coca-Cola as they discuss their latest groundbreaking collaboration, Coca-Cola x Marvel: The Heroes – a co-branded global campaign that’s a new form of storytelling rooted in evergreen franchise and in honor of fans.
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In Coca-Cola and Marvel’s latest limited-time campaign, the brands joined forces to bring the Marvel Universe to life in ways that honor fans through immersive storytelling with characters from across the Marvel Universe. The campaign tapped into the legacy and affinity for both brands in order to deliver a never-before-seen consumer experience through collectable, limited-edition pack designs featuring 38 character illustrations; a brand-new TV commercial; digital collectable characters; exciting prizes; and an immersive AR extension on Coca-Cola’s website. This heroic collaboration was supported by a 360 global campaign, including new creative running across TV, Cinema and other video sharing platforms, as well as digital and out-of-home programming.
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What You'll Learn from This Session...
- Truly successful brand collaborations that impact pop culture are those that tell a unique story in a way that can only happen when those two brands come together.
- To achieve a pop culture moment that fans embrace, it’s critical to have authenticity and a balance between brands.
- The relationship between two powerhouse brands and the evolving marketplace can enable innovation and scale our ideas on a global level.
- Leaning into the power of evergreen IP can further a connection with fans and make a deposit into the franchise, while delivering the co-brand’s KPI’s.
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