Marketing Mania

If you haven’t heard about Wicked by now, I’d be very surprised. The movie is set to release this Friday, November 22, but it’s been a trending topic on social media for months now. Its popularity may be partly organic, with its star-studded cast bound to bring in some level of fans already, but its extensive marketing campaign has undeniably been a contributing factor. Visibility is one of the best ways to raise awareness, but repetition is how you become memorable, and Wicked ’s marketing team took that to heart. Wicked movie poster Its award-winning cast members include Ariana Grande, Cynthia Erivo, and Jonathan Bailey, among other major names in the entertainment industry. Each is well-established with large fanbases of their own, so it’s no surprise their reputations are being used to their advantage when promoting the movie. Their global Journey Through Oz tour includes visits to Sydney, Los Angeles, Mexico City, New York, and London. The cast has also appeared in many talk show...

No matter what genre of movies you enjoy, there’s a large chance that you at least knew something about Avengers: Endgame when it was in theaters. The culmination of the film franchise drew huge crowds to theaters worldwide, breaking box office records and making headlines. Yet, Marvel movies and shows in the last couple of years have seen nowhere near the same level of success as that blockbuster film. Marvel finally broke this downward trend with its recent release of Deadpool and Wolverine , and its excellent marketing campaign was undeniably one of the reasons. Deadpool & Wolverine movie poster Just the presence alone of lead actors Ryan Reynolds and Hugh Jackman was already a significant draw, as their robust acting careers and lovable personalities have garnered many loyal fans of their own. However, their chemistry and reputations also lent themselves perfectly to Marvel’s expansive advertising campaign, especially the live press tour. The actors traveled across the world t...

When you think of an ad campaign for a skincare product, what do you picture? Bare-faced women smiling at the camera as they smooth products over their skin? Intermittent clips of the packaged product in front of a plain background? Soothing music behind a voiceover telling you just how effective the product is? Well, even if you said something different, I can almost guarantee it didn’t include a “little weirdo”— Allure ’s words, not mine—whispering to “ let [his] cream hydrate you .” Yet that’s precisely what CeraVe’s marketing team pictured for the company’s 2024 Super Bowl commercial.  Actor Michael Cera is known for playing awkwardly funny characters in projects like Arrested Development , Superbad , and Scott Pilgrim vs. the World , and his comically offbeat demeanor made another appearance for the skincare brand in their advertisement. But that wasn’t the extent of the campaign. While the commercial first aired on February 6 and again during the Super Bowl on February 11, Mi...