“Captain America” Continues Odd Promotional Campaign With Dunkin’ Donuts Partnership Alex Gerage, July 3, 2011 A couple weeks back, we covered a Captain America: The First Avenger viral website, “Hunt the Red Skull,” that was launched in conjunction with the film’s promotional partnership with Wrigley’s chewing gum products. It appears Marvel has reached out further to eating establishments, and launched an even larger campaign with Dunkin’ Donuts. The “Unlock the Lab” campaign provides the opportunity for visitors to see what is inside Dr. Erskine’s laboratory. Hit to jump to learn about the content to be found, a great video promoting the tie-in, and why Captain America’s overall marketing strategy is unlike anything we have ever seen for a superhero film. Dunkin’ Donuts is seemingly the place to be if you seek patriotism and Captain America. Not only are they offering a brand new Captain America Cherry Coolata, but fans looking for content can visit their “Unlock the Lab” page on their website. There, visitors will have the opportunity to tour Dr. Erskine’s laboratory. Certain areas of the lab light up and clicking them will reveal new wallpapers, featurettes, and more. Some areas of the lab can be highlighted but not clicked on, which tells me that more content has yet to be released.In addition to the website, Dunkin’ Donuts recently released a pretty funny commercial to promote their partnership that has been making the rounds online: http://www.youtube.com/watch?v=ilp6MggkpwUEven though a pairing with Dunkin’ Donuts may seem odd for a film like Captain America, Marvel deserves credit for taking full advantage of the Fourth of July weekend and other cultural events that promote American patriotism to market the film. Captain America television spots have been all over the airwaves this weekend. The film is also sponsoring July 4th fireworks and giving away swag at the Chicago White Sox game, as well as several other baseball games across the country. Never before has a national holiday been more perfect for a non-holiday film to market with, but that is clearly the case with Captain America and the United States’ birthday. I am curious to see how the presence of patriotism and American values impacts its domestic (and foreign) box office.Captain America comes out in theaters on July 22nd in 3D. Viral Marketing Viral Videos Captain America: The First AvengerDunkin' DonutsMarvel
Watch an Exclusive Clip From “Wish You Were Here” May 24, 2013May 24, 2013Wish You Were Here is a suspense drama about a tropical vacation gone wrong. The film opens in limited theaters on June 7th, but we have an exclusive clip for you after the break. In it, Dave Flannery (Joel Edgerton) and his wife Alice (Felicity Price) have a heated argument. Read More
Captain Jack Sparrow Surprises Students Looking to Mutiny Against Teachers October 9, 2010Captain Jack Sparrow took a slight detour in his sails to the farthest reaches of Earth. Johnny Depp, star of Disney’s Pirates of the Caribbean franchise, stopped by a primary school in England as the famed Captain after nine-year-old Beatrice wrote to Jack asking him to help them mutiny against… Read More
Farewell Atlantis is on Facebook and Releases Tomorrow September 30, 2009September 30, 2009Thanks to our fictional friend Soren Ulfert, we now know that Farewell Atlantis, the faux novel written by character Jackson Curtis (John Cusack), has an official Facebook fan page. Right now there are only 78 fans, so be sure to add the page! The page, apparently created at the beginning… Read More