“Captain America” Continues Odd Promotional Campaign With Dunkin’ Donuts Partnership Alex Gerage, July 3, 2011 A couple weeks back, we covered a Captain America: The First Avenger viral website, “Hunt the Red Skull,” that was launched in conjunction with the film’s promotional partnership with Wrigley’s chewing gum products. It appears Marvel has reached out further to eating establishments, and launched an even larger campaign with Dunkin’ Donuts. The “Unlock the Lab” campaign provides the opportunity for visitors to see what is inside Dr. Erskine’s laboratory. Hit to jump to learn about the content to be found, a great video promoting the tie-in, and why Captain America’s overall marketing strategy is unlike anything we have ever seen for a superhero film. Dunkin’ Donuts is seemingly the place to be if you seek patriotism and Captain America. Not only are they offering a brand new Captain America Cherry Coolata, but fans looking for content can visit their “Unlock the Lab” page on their website. There, visitors will have the opportunity to tour Dr. Erskine’s laboratory. Certain areas of the lab light up and clicking them will reveal new wallpapers, featurettes, and more. Some areas of the lab can be highlighted but not clicked on, which tells me that more content has yet to be released.In addition to the website, Dunkin’ Donuts recently released a pretty funny commercial to promote their partnership that has been making the rounds online: http://www.youtube.com/watch?v=ilp6MggkpwUEven though a pairing with Dunkin’ Donuts may seem odd for a film like Captain America, Marvel deserves credit for taking full advantage of the Fourth of July weekend and other cultural events that promote American patriotism to market the film. Captain America television spots have been all over the airwaves this weekend. The film is also sponsoring July 4th fireworks and giving away swag at the Chicago White Sox game, as well as several other baseball games across the country. Never before has a national holiday been more perfect for a non-holiday film to market with, but that is clearly the case with Captain America and the United States’ birthday. I am curious to see how the presence of patriotism and American values impacts its domestic (and foreign) box office.Captain America comes out in theaters on July 22nd in 3D. Viral Marketing Viral Videos Captain America: The First AvengerDunkin' DonutsMarvel
YouTube Tuesday: DJ Steve Porter June 12, 2012June 11, 2012We at MovieViral know our viral videos pretty well, so we decided to share our knowledge to those looking to expand their Internet horizons. YouTube Tuesday is a weekly feature where we shine the spotlight on our favorite YouTube channels related to movies and television. We focus on channels that… Read More
Real Steel: WRB Trading Cards Given at E3 That Reveal New Viral Website June 16, 2011August 1, 2011While we don’t cover the E3 Expo, the Comic-Con of video gaming, sometimes things pop up that pertain to our world of movie viral marketing. Such is the case with Dreamwork’s Real Steel, which shouldn’t be a surprise since earlier this year the film made an appearance at another gaming… Read More
Sherlock Holmes needs your help! August 20, 2009August 20, 2009“SHERLOCK HOLMES needs your help!” was tweeted by Warner Bros. Pictures not to long ago. Along with it, a link to a website (which is hosted on a unique IP address, meaning there is no dot com), http://94.236.57.221/. The website has a password area, which is 5 characters long. If… Read More