With the third installment in the Avengers series from Marvel ready to hit the big screen later this month, advertisers are preparing to let loose their promotional campaigns tied into the latest Marvel Comics Universe theatrical release. According to sources, the advertising campaign budget for Avengers: Infinity War will be the biggest one ever for a movie with an estimated budget of at least $150 million. For comparison, the Spider-Man: Homecoming campaign was pegged at $140 million while Guardians of the Galaxy, Vol. 2 was estimated to have an $80 million promotional price tag. Included in the list of companies participating are Samsung and OnePlus.
The promotional campaign will take many different forms in addition to traditional television advertising spots that connect products with the movie. Consumers will likely have chances to engage in “interactive digital initiatives” like on-line games and contests as well as noticeable in-store displays at retail establishments. According to Marvel SVP Global Partnerships & Marketing, Mindy Hamilton,
“Some of these partners are new to the family and some have been friends of the studio for years. What they all share, though, is a commitment to innovate in their industries and excel at the way they craft their stories. We couldn’t be more excited about collaborating with them in preparation for this historic release.”
Specifics of Samsung’s tie-ins to Infinity War have still not been revealed. The company has a wide and varied portfolio, so it is unclear whether Samsung may do anything unique in connection with their smartphones, in particular the Galaxy S9 and Galaxy S9+. Indications are Samsung is planning to limit their promotional efforts to certain markets, so special editions of the phones may not be on the table.
In contrast, OnePlus is stepping up to make an Infinity War special edition smartphone available in the U.K. market. This particular variant will be equipped with a Snapdragon 845 processor, 8GB of RAM and 256GB of onboard storage. We will keep watching for more details on pricing and availability, which should be released soon as the movie opens in just over two weeks.