THOSE ANT-MAN VIRAL VIDEOS
Ok so the movie has not exactly broken Box Office records or become some instantly beloved classic. But we liked Ant-Man and believe it is a solid product with potential for word of mouth appreciation to boost its takings and popularity.
And one thing they got spot-on right was the VIRAL MARKETING. In an era where that technique is used less prominently and explicitly, MARVEL have really pulled out all the stops in a viral campaign for ANT-MAN.
They harness the joys of their wider cinematic universe, c/o character cameos from other series (notably, one from IRON MAN: the divine LESLIE BIBB as CHRISTINE EVERHEART). This method also plays to the idea of a fictional universe having its own advertising, a kind of a play within a play, c/o some faux corporate videos (PROMETHEUS did a similar thing in 2012 with a TED talk by Guy Pearce as Peter Weyland).
So you’ll get a newscast with the divine Ms Bibb as Christine Everheart. And a corporate video advert from the bad guy, Aaron ‘Yellow-Jacket’ Cross (Corey Stoll).
These are an entertaining watch and will make great extras for Blu-Rays/DVDs/downloads. Shrink yourself down, relax and enjoy these ANT-MAN viral marketing videos!