- Seattle socialist: Minimum-wage discussion skewed by ‘right-wing’ GAO analysis
- U.N. warns of Muslim ‘cleansing’ in Central African Republic
- Senate blocks change to military sex assault cases
- Drug mix may have cured child born with HIV, doctors say
- De Blasio’s wife irks former mansion chef with ‘servant’ remark
- Russia’s neighbors shiver amid Putin’s Cold War moves in Ukraine
- New SAT: The essay portion is to become optional
- Military group can’t march to honor the fallen at Boston Marathon due to security changes
- Senate passes bills deleting ‘retarded’ from laws
- China announces biggest military hike in 3 years: We are not ‘boy scouts with spears’
‘Captain America’ looks to market itself apart
Symantec’s Norton, which makes computer security software, took a slightly different tactic, focusing on the emblematic red, white and blue shield that Captain America uses. They worked with Marvel to create a three-minute featurette with a behind-the-scenes look at the making of the movie and the importance of the shield.
The video was posted on YouTube and shared on Facebook in early June and so far has been covered by more than 100 blogs viewed more than 70,000 times on YouTube, said Sally Jenkins, vice president of marketing for Symantec.
“When we look at these partnerships, we look for a property that has attributes similar to the position that Norton takes,” Ms. Jenkins said. Captain America and Norton share “the fact that we’re fighting the bad guys,” she said
The combination of promotions and tie-ins for “Captain America” is key to a successful movie marketing campaign, said Alvin Lieberman, marketing professor at New York University’s Stern School of Business.
“For every person who may see a trailer once or twice, they’ll also see the TV commercials from the tie-in companies that will remind them this is a hot property and to come out and see it,” he said.
© Copyright 2014 The Washington Times, LLC. Click here for reprint permission.
TWT Video Picks
By Tammy Bruce
- Back to the Future: HUVr Tech marketing video goes viral with hoverboard release tease
- Aronofsky's 'Noah' banned in Qatar, Bahrain, United Arab Emirates
- Unemployment insurance vote could happen next week
- Russian lawmaker wants to outlaw U.S. dollar, calls it a Ponzi scheme
- Putin has transformed Russian army into a lean, mean fighting machine
- Russias Putin nominated for Nobel Peace Prize
- WEBER: Obamacare cuts home healthcare for millions of seniors
- Two liberals say Sarah Palin is right: Obama lacks substance
- MSNBC's Rachel Maddow: Bush to blame for Ukraine
- 1M kids stop school lunch due to Michelle Obamas food standards
Pope Francis meets his 'mini-me'
Celebrity deaths in 2014
Winter storm hits states — again