In honor of one of our favorite TV shows ending this week (#RIPMadMen), each day a member of the Canopy team will give some insight into one of their favorite shows or movies.

Two weeks ago, I made my way down to Union Square to catch an evening showing of the latest Marvel mega-pic.  This isn’t my favorite movie, I’m not a big fan of comics or Marvel, in fact, I don’t think this latest movie was particularly outstanding in anyway. Yet, I’ve still seen every Marvel franchise movie in the theater, and usually in IMAX 3D.

Even though I can’t distinguish between the plot lines of any of the movies taking place in the Marvel Universe,  I find they’re usually entertaining enough. The effects are cool, the plots are superficial, the jokes hit or miss, but what really peaks my interest, is the massive marketing engine created to effectively promote each of these franchises.

The ownership of the news cycle through carefully sequenced releases of information about new cast and crew members, the introduction of new super heroes that have existing tie-ins with already popularized super heroes through title movies, the launch of an ongoing ABC series that keeps the Marvel universe relevant even when there are no movies in the theaters, their merchandising strategy are just some of the key elements in Marvel’s hugely successful integrated marketing and cross-promotional strategy.

Whether or not you like the movies or comics, you can’t deny that what Marvel has created, is a prime example of how you can utilize every asset to extend and activate your brand.

Movie: The Avengers: Age of Ultron
Team Member: Michelle, Account Director