Creative Direction & Brand Enrichment
Role: Creative Lead for IncrediBull agency
This summer Skype and Marvel joined forces once again, this time creating Earth’s Mightiest Group Chats.
With a central theme of ‘Mightier Together’, it was time to shake things up this time around. Unlike Captain America, Thor and Guardians, there was no on-the-ground activation for Marvel's Avengers: Age of Ultron, and the campaign focus was to drive fans to use Skype more than ever before. I was lead creative on a campaign that built in-client engagement via an official fan chat on Skype, encouraging epic global conversations around the film, as well as incorporating the wider Microsoft world, using products such as OneDrive, Microsoft Mobile and Bing.
As always, the success of the campaign boiled down to the results – an unprecedented amount of connected users got in on the action, and by the end of the campaign, we’d hulk-smashed all KPIs for in-client fan engagements – including file sharing, instant message and video message.
Here’s how we got there.
With thanks to Tom Edwards from IncrediBull, the Skype team, 1KH, UM, Brian Toomey and Caroline LeDuc.
The campaign website, pushing fans to launch Skype and join the group chats.
Promotional piece on Marvel.com
Marvel Wikia Database takeover - targeting the real fans. Other promotional assets included Skype social takeovers, social posts and targeted emails to the Skype database.
Fans from around the world select their favourite Avenger and join the relevant group chat. They can enter the competition to speak to the stars by sending a video message to the campaign Skype ID.
The LA press junket involved a live group video call, where super fans and our competition winner could quiz the stars.
A OneDrive link to exclusive content was available via the campaign website and shared in the group chats. They include Marvel's Avengers: Age of Ultron Skype Avatars.
Hulk avatar in use on an audio call.
The OneDrive link also included a folder of locked cards, and fans in the group chats were challenged to unlock each one through a variety of methods.
Digital card artwork, including the bonus cards were used as prizes for individual challenges - the winners' names were immortalised on the cards themselves.
The Iron Man card was released on Skype's Facebook page.
The group card was unlocked by users solving the clues hidden on the previous cards. Each card held a part of a map co-ordinate. When assembled and placed into Bing Maps, this code gave the fans the password to a locked folder in One Drive. The first to share a screengrab of the card in the group chats won a custom made prize.
The challenge underway.
Earned conversation on Twitter and blog pages.
The OneDrive link also housed a selection of custom made wallpapers.
The wallpapers were shared in the chats via a OneDrive link.
Mobile wallpaper in use.
After the live video call competition was over, fans were prompted to ask questions in the chats via instant message and video message that could be asked in the London press junket.
The questions from the group chats were asked to the stars at the London press junket, hosted by Steve Hargrave.
Fans get excited about Scarlett Johansson's video message to their group.
The stars recorded thank you messages for the fans that were then shared in the group chats via a OneDrive link.
The digital cards were also produced as a limited edition set of metallic mirror cards in a custom built Avengers box. These were sent to the winners of the 'Unlock the Avengers' card challenge.
A custom designed limited edition logo shirt was also available as a prize, printed with silver shimmer ink.
