When in trouble, marketers don’t give up - they turn to Spider-Man.
Superheroes in the Marvel universe have long been open to partnerships with fellow brands looking to promote their newest products to comic book audiences.
The Marvel Custom Solutions unit has worked with brands to integrate cars, food, even makeup into its comics.
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Most of these editions involve letting Captain America or the Agents of S.H.I.E.L.D. introduce the latest Lexus rather than a staid ad or billboard. And it goes beyond branded merchandise or the typical retail partnerships that go along with each film release.
In recent years, in response to the ever-growing Marvel universe on TV and film, more brands have been taking advantage of this option. Marvel’s list of partners includes Western Union, Lexus, Popsicle and Benefits Cosmetics.
The latest of its brands is Adobe, who entered into a partnership that culminates with this week’s Comic-Con in San Diego.
Adobe launched a contest with four students who were tasked with creating original ideas for comic books. Working with Marvel artists and using adobe software, the students were required to use the characters Captain America, Iron Man, Black Widow and Thor.
The finished works will be presented at Comic-Con, where Marvel will print and give away 10,000 copies of each original comic.
Read more at The Wall Street Journal.
Brief Take: Marvel is a behemoth brand in TV, film, comics and general characters in the zeitgeist. If a brand has a natural and organic way to insert its way into the Marvel universe, there’s really no choice but to take it.
Image courtesy of Marvel
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