Your Marketing Superheroes
Offer, list, message … these are the traditional heroes of direct marketing. But sometimes you need more than just great creative. Sometimes it takes a little Bang/Pow to break through. Sometimes you’ve gotta make a BIG impression.
Sometimes you need a superhero. And there’s no reason you can’t go get one.
Western Union did just that when it teamed with Marvel Custom Solutions on a digital and print comic book starring big-name Marvel characters, written and drawn by big-time Marvel talent, and distributed to the target audience at big-time comic book shows, social media and all the channels where Marvel fans enjoy their favorite stories.
“That’s what I was after: Some unique and innovative ways to reach our consumers on a national scale,” says Marie Proto, senior manager of domestic money transfer marketing at Western Union.
In teaming up with Marvel, Western Union is following a path many brands have taken to capture the attention of American consumers: Leveraging the pop culture icons of their target audience. And Marvel is hardly the only source of licensed IP (intellectual property) you can call in to save the day. There are other comic companies, and of course many, many other properties you can bring in beyond the comics arena. The tactics Western Union is using with Marvel can be useful whether comic book characters speak to your demographic or not.