MARVEL’S AVENGERS

Challenge

Launch the new Marvel’s Avengers video game, but as a distinctive universe not to be confused with the Hollywood versions of the characters fans know and love

Audience Insight

What endears fans most to the Avengers is that, while they have larger than life powers, their witty humor makes them relatably human

Strategy

Endear fans to these new Avengers using their humor

Creative

Parodying online learning ads that bombarded the internet during the pandemic, we introduced the new Avengers with their own offering: Superior Seminars. Each hero humorously shared their expertise while showing off thrilling Avengers gameplay.

Results

• The best-selling video game in September 2020

• Launch month dollar sales were the 2nd highest for any superhero game in U.S. history

• Debuted as the No. 7 best-selling game of 2020 as of September

• A tweet from the CEO of Masterclass inviting Hulk on to the platform

Role

Audience Research / Pitch / Creative Brief