AVENGERS LIVE

Task

For the first time ever the Avengers universe was being united in one movie. We needed to get as many people as possible seeing this movie as essential viewing for the Easter weekend.

Insight

Marvel superfans were one of the most vocal fandoms online, but their passion was hidden away in sub-reddits and movie forums. What they needed was bringing out of the shadows and into the spotlight, where all that rich debate on the finer points of Thor’s hammer and Captain America’s shield could be seen by everyone.

What we did

We partnered with JCDecaux to transform one of the biggest platforms in London, a 96 sheet slap bang in the middle of Old Street, into a never-before-released piece of Avengers artwork. As the community debate fuelled the piece on Twitter using our character hashtags, the live-stream slowly reflected their conversations as it revealed who had been assembled next.

Results

The community racked up more than a million minutes of viewing time, with thousands of votes cast via Twitter. What’s more the film itself grossed £15.8m in its opening weekend, the best opening weekend for a superhero film at the time.