Researches point that, for super heroes fans, movie theaters are not only about having popcorn and a drink in a nice dark room; exclusive film gifts can be a deal-breaker when chosing the exhibitor where to watch a movie… and they are objects of desire. Nowadays, innovation at that sector is mainly represented in gift creation and design. The goal was to jump that curve in communication with fans, for the first time, be an exhibitor that creates exclusive content and products that go further than the market has ever been. The content should be relatable for the fans and talk about movie assets and feelings they were experiencing, and the campaign should culminate in the reveal of a product that is high-quality with a gamification format of interaction. All this should bring soft benefits, the recognition of the respect for the fans, and hard benefits in sales and reach.

The greatest representation of Marvel’s Universe is one of it’s most powerful characters’ Gauntlet. It’s original purpose in the movie is to carry the Infinity Stones, which enable the character to have control over Cosmos features. We created a real-life version of these stones and a Gauntlet-popcorn-bucket that the fans themselves would place the stones, like the movies. Along with it, we created a campaign: each step is about one of the stones and related to a feeling the fans were going though before the movie. The consumer insight was to address cinema and super heroes expectations in disruptive actions that brings feelings into their hands. Along the way we highlighted a rational benefit, a high-quality design with gamification popcorn bucket big enough to carry enough popcorn for their 3-hour-movie. The Emotional Benefit of the stages of the campaign and getting the gift at last, was to empower the fans.

Each of the 6 steps represent a feeling fans were going through and an infinity stone. 1st ANGUISH: The villain kills his daughter, green colored, for the soul stone, orange colored. Green and orange kits and a teaser video introduce this phase and share anxiety with them. 2nd ANTECIPATION: Post on Social Media interacting with fans about what is to come; yellow as the mind stone. 3rd DESIRE: The Vilain got what he wanted. Could the fans get it too? Red for reality stone. 4th DISTANCE: Space and time to the movie turn anguish in excitement; blue as the speace stone 5TH PROXIMITY: Brought to the silver screen a quizz about location of the time stone, green colored. 6th POWER: It is knowing before everyone and discovering more, it’s the revelation of the gift in a live broadcast on Youtube, final empowerment of fans and representation of the power stone.

The campaign goes from December 2018 to March 2019. 1st ANGUISH: in Comic Con Brazil with a teaser video, picture opportunity painel and initial press kit. Over 250 thousand people in the event and other 6 million people impacted though social media. 2nd ANTECIPATION: we used our social media to keep the connection… the mind stone colors in antecipation of what is to come for our 4 million followers. 3rd DESIRE: On social media we relate the power stone colors to the desire of the fans. 4th DISTANCE: As the fans keep interacting, the space stone sets the perfect opportunity to maximize excitement. 5th PROXIMITY: at the movie theaters, before the movies, over 4 million enjoyed a quizz about the the time stone. 6th POWER: A live broadcast on youtube marked the reveal of the gift and the campaign… it was viewed live by thousands all over the country.

The long-term outcome was to create a new baseline of what is creative and what is more of the same in movie theaters gifts. Higher product value and gamification are highlights of this product. It has an enormous scalability and we proposed to attend to the expected 15million viewers of the movie in the country, producing almost 3 times the average quantity of gifts that were regularly made. Promotional industry has been reproducing more of the same with a cost-reduction drive and generating less and less products that build value to fans. Our product was followed by a 6 step-campaign, that lasted 4 months and made reference to the stones, but the main subject of speech was the feelings that fans go through between movies. Our goal was to lift a movie-going experience to a new level and create a new worldwide curve when dealing with super heroes fans.