Marvel Studios’ Captain America: Civil War has already kickstarted the summer movie season in a big way, clearing nearly $180 million domestically in its opening weekend. Coca-Cola decided to take part in the superhero action, using Snapchat and calling upon a few social influencers to spread the word about the film.
The soft drink company hosted fan screenings across the United States this week, while utilizing a few social influencers to host live reports from the screening through Snapchat. Tristan Yates and CJ OperAmericano took part in the event, where they asked moviegoers which side they were on–Team Cap or Team Iron Man. If this promotion sounds familiar, it’s because choosing a side has been the theme for most Civil War promotional campaigns.
The two sides were introduced before the Snapchat campaign kicked off, and then hosts proceeded to talk to moviegoers about their choices. Coca-Cola played a part by having specially made cans inspired by Captain America and Iron Mean featured in the presentation. The campaign turned out to be a huge success, reaching out to both millennials and younger viewers, and providing healthy promotion for both Coca-Cola products and Civil War, which was a hit with fans of all ages.
“Coca-Cola choosing to raise brand awareness of its products by using influencers reporting live before the blockbuster movie premiere of Captain America: Civil War and asking fans which team they are on (Iron Man or Captain America) is such an impactful way to promote the brand to the millennials and younger generations and to the 100+ million Snapchat users,” said Marci Troutman, CEO for mobile web company Siteminis. “Who doesn’t love a Coke mixed with Marvel? This is just another way Coca-Cola shows off its commitment to digital.”
Movie studios are utilizing Snapchat to promote films as well. Last year, Sony Pictures teamed with the social app to provide a devoted channel to the James Bond film Spectre; and this past March, Warner Bros. showcased a teaser trailer for the buddy comedy Central Intelligence on the app, featuring stars Kevin Hart and Dwayne “The Rock” Johnson.
“Other food and beverage brands should pay attention to the strategy Coca-Cola uses to engage millennials and the younger generations, who are and will become their up-and-coming consumers,” said Troutman.
Civil War is in theaters now, and is already a huge success for Marvel’s movie studio.
