Cannes Lions

AGENTS OF S.H.I.E.L.D.

ZENITH OPTIMEDIA, New York / VERIZON / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

We approached Marvel and ABC to create S.H.I.E.L.D. Declassified – a behind-the-scenes look at Marvel’s agents of S.H.I.E.L.D., which leveraged the combined power of Verizon and the Marvel Universe. Launched with a Times Square countdown clock and a fanfare meet-and-greet at Comic Con 2013, “S.H.I.E.L.D. Declassified” was a multi-media, multi-platform property that allowed fans everyday access to material with Verizon products featured prominently.

Through Twitter, custom content and a fully-branded site within ABC.com, we brought consumers deeper into the Marvel Universe while linking them to Verizon for information and purchases. Verizon owned the social feeds and sentiment polls while also providing the “best of” S.H.I.E.L.D. shareable videos.

In-show, Verizon moved beyond logo placements. Verizon’s technology was showcased through various episodes with passive and active integrations. In the 'Fitzsimmon Armory', a photo wall featured recommended Agent accessories made exclusively of Verizon products.

Outcome

This partnership delivered:

• 86.3m targeted commercial impressions with 31 in-show Verizon product visuals across six original episodes

• Higher than Marvel, Verizon and ABC averages:

o 3.7 minutes spent on site, 42% higher than ABC site average

o 4.6m Declassified video views with 95% completion rate

o 250,000+ Declassified page views

o 3.5m+ social impressions

• Facebook: 36,000+ likes, 2,000+ comments, 1,500+ shares

• Twitter: 5000+ retweets, 221,000+ favorites, 75% engagement rate per tweet

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