Thor: Love & Thunder is Ready to Take the Summer by Storm!
Back and better than ever with double the Thor, double the thunder. Being the fourth movie in the Thor series of the marvel universe, Thor has gained a following. With big name stars, such as Chris Hemsworth, Natalie Portman, Christian Bale, and Tessa Thompson, they alone will promote this movie to help it reach its box office success. This time around, we even have a special feature of the Guardians of the Galaxy. However, the movie cannot reach this box office success without a marketing plan and strategy.
Going into this campaign, we need SMART goals in place to be able to measure the success of the marketing campaigns we run before, during, and after the movie release.
Pre-Movie Launch:
· Increase the brand awareness more than Thor: Ragnarok (the last movie in this series) prior to the movie being released to theaters. This will be measured by post reach and share of voice.
Movie Launch in Theaters:
· Increase movie ticket sales from our social media posts that link directly to buy tickets to sell more tickets than Thor: Ragnarok by 5% measured with conversions.
· Increase engagement on our posts compared to the pre-event phase. The goal is to get people talking about the movie by interacting with our posts. By using social listening and relevant hashtags we can gain market insight.
· Double the amount of content posted per week to engage with our audience.
Post-Theater Streaming:
· Advertise the movie and its streaming services across platforms utilizing brands and influencers to help promote the brand.
· Engage more with our audience by posting mentions daily in order to increase our following for the movie by 100 followers per week.
The brand voice for the entire campaign is mighty, powerful, epic, and fun. Our hashtags for this campaign include: #ThorLoveAndThunder, #Thor, #MarvelUniverse, #Marvel, #MarvelStudios, #MarvelCinematicUniverse #MCU.
Utilizing influencers and brand partnerships will help us reach a larger audience. Fandango will be our number one partnership linking out to purchase movie tickets from each post and posting about the movie. Chris Hemsworth, Natalie Portman, Christian Bale, Taika Waititi and Tessa Thompson will all be influencers for this campaign posting on their own pages and engaging with our posts. Since Guardians of the Galaxy is featured in Thor: Love & Thunder, Chris Pratt, Bradley Cooper, Vin Diesel, Pom Klementieff, Karen Gillan, and Dave Bautista, will also each be influencers for this campaign. Disney Plus will be one of our biggest partnerships promoting the movie and being the home of its streaming.
The target market for Thor: Love & Thunder is a wide age range. We will be reaching high school students on TikTok who are interested in Marvel, comics, and superheroes. These high school students have seen the first 3 movies and are likely to go see the fourth movie but are dependent on their parents for transportation and money. In the United States, TikTok users aged between 10 and 19 make up approximately 32.5 percent of TikTok users.
We will also be reaching recent college graduates on Instagram with a passion for Marvel. 31.7% of Instagram users are from the ages of 25–34. Their main interests include reading comics, Marvel, movies, going out with friends, reading, theme parks, and gaming. They are most likely to see this movie since she is interested in Marvel and in tune with technology indicating clear marketing channels to reach this audience. Since they may not work a standard 9–5 corporate job, time can be limited to get to the theater.
On Facebook, we are targeting business professionals with a family who enjoy date nights. Interests include movies, date nights, eating out, and spending time with family. However, they need to plan in advance with a busy schedule and need to find a babysitter for date nights. 18% of users are 35–44 on Facebook.
Our social media strategy reaches various age groups across various platforms. Our influencers and business partnerships also increase our audience reach. We will be able to track and analyze the posts throughout the duration of the campaign and make the necessary optimizations to ensure we hit all of our SMART goals and make Thor: Love & Thunder a box office success.
