#HowDoesHeShave: Man of Steel Marketing

Until two days ago, I had NO IDEA there was a new “Superman” movie coming out. Hello, Man of Steel marketing blitz! With over 100 marketing partners, it’s interesting to watch the tie-ins unfold in NYC, and to see how brands turn movie product placement into fully integrated campaigns.

Gillette tackles a curious dilemma — How Does Superman Shave? Today, I spotted these subway ads that drive consumers to HowDoesHeShave.com and the Twitter handle #HowDoesHeShave. I personally think the URL, SupermanShave.com would have been easier to remember and it’s available, but maybe due to legal restrictions they couldn’t use the word “Superman”.

SupermanSubway

With microsites akin to dinosaurs in the digital world, where does this URL drive to? A branded YouTube page. Though the average user might not even notice this unless they looked at how the browser redirects in their toolbar.

ManofSteelKrypotonite

On this page, you can watch video theories from renowned scientists/comedians, including Mayim Bialik (forever Blossom to me) on how Superman achieves this feat. The videos were produced well and they’re quick (a minute and a half each). Each video has approximately 400K to 550K+ views. Not only are fans watching —  they’re VOTING, too. Diehard Superman fans claim the hero does it his laser vision and a mirror, but the other theories are much more interesting!  The YouTube page also contains fan tweets continuously updating and of course, a call to purchase razors on Gillette.com.  That is, if you want to look like the Man of Steel (yes, gentlemen, you do).

ManofSteelYouTubepage

So what’s the buzz on Twitter’s #HowDoesHeShave?

While most tweets are positive with users posting photos of Superman shaving with laser beams or of their prepubescent boyfriends and a razor, there are always those who go for the risque photo opp. But hey that’s the RISK you take with user-generated content, and we’re all adults, right?

SupermanShave

Kudos to Gillette who has demonstrated how to successfully implement a fully integrated campaign around a movie product placement.  People are talking about Gillette, people are eager to see the flick. A win-win for everyone.

Gillette, you’ve made my DigiDay!

Rainbow

P.S. The latest Man of Steel trailer, sponsored by NOKIA.  Looks amazing!

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Man of Steel Grabs Me Underground

When I go to the movies I have two guilty pleasures —  buttered popcorn (so bleechhh afterwards, but so good while you’re munching!) and the previews. I may exclaim “Oh my God, not another trailer!!!” but the truth is I love those green screens. But yesterday, I encountered the Man of Steel underground.

Skipping along the stretch from 59th to 58th St. near Columbus Circle, I let Russell Crowe invite me into his world. No longer was his face just plastered into a billboard, he was talking to me…and those German tourists.Man of Steel Out of Home Advertising

Man of Steel Advertising

At first I kept walking, but the sheer size of the TV billboards stopped me. Besides I wanted to know — was Russell Crowe the new Superman?  The more I watched, I kept thinking there should be more interactive elements to keep someone engaged. What about a ticket kiosk right there? Where every 20th person that purchased advanced tickets won a free pair? Or I could enter my phone number and get a text reminder to purchase tickets opening weekend.

Or having the ol’ marketing ploy — the cutout, where people could pose behind a Man of Steel frame and post to Instagram for a chance to win free tickets. Cheesy stuff like that works in New York! Adding a social component is FREE advertising, and they already have over 750,000 likes on Facebook. C’mon Warner Bros., integrate your Out of Home with Your Digital!

The display was engaging, but missing that interactive element. Although they did get me one more time as I headed for the steps:

Man of Steel Subway Steps

Am I the only one amazed how they cut and paste a giant billboard and make it fit seamlessly on subway steps??

Check out the Man of Steel Trailer and microsite filled with steel-clanging sounds. Go ahead, see what I’m talking about.

Man of Steel you grabbed my attention, now get more interactive and make my DigiDay!

Rainbow