CHALLENGE:

Disney/Marvel was missing the Black female audience and needed to lock-in the Black Family for the culturally aggressive release of Marvel’s Black Panther. LS Served as the Lead Marketing Agency. In this role we provided: Brand Strategy, Public Relations, Event Management, Community Relations, and Influencer Engagement. The objective was to develop African-American outreach strategy and partnership campaign for Marvel’s Black Panther. LIQUID SOUL developed a 360° integrated campaign that included digital, social media, public relations, community engagement, and media. Our solution had a targeted focus on Black consumers.

TACTICS:

Spearheaded by Hip-Hop Superstar TI and Gospel Music Artist Kirk Franklin, we engaged local celebrities, athletes, politicians, and notables to generate press and social media buzz during the campaign. Engaged national, regional, and local press to cover in-store and event activations. Layered Social Media throughout the campaign to deliver additional awareness. Worked with local community organizations on theater buyouts nationally.

RESULTS:

Our African American Strategy and Walmart Integration produced the following results: – Black Panther is the 5th highest grossing film of all time. Black Panther has generated $1.346 Billion at the box-office worldwide. Black Panther is the highest-rated superhero movie by Rotten Tomatoes. LS produced 7 community and 2 influencer screenings for Walmart. Walmart gave away approx. 1500 screening tickets to shoppers/customers. Campaign produced over 20 Million press and social media impressions.