MARVEL’S AVENGERS

Challenge

Fans of the Avengers in the films & comics feared that their video game counterparts would be disappointing, off-brand imitations.

Audience Insight

Talking to fans, a truth about the Avengers emerged: while they have larger-than-life powers, their charming humor makes them feel like one of us.

Strategy

Introduce fans to the loveable cast of goofballs comprising the new Avengers team.

Creative

Parodying ads for online learning courses 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