SITUATION:

Mexico leads the Latam Market for Marvel and is one of the top markets in the world for Marvel Consumer Products. With the growth expectation increased 25% through this last decade, based on the successes of his films, Marvel has become part of the Mexican Popular Culture.

CHALLENGE:

Increase engagement with fans beyond the films, consolidating the franchise as an evergreen IP through consumer products, and leverage our characters as part of Marvel fans' daily lifestyle.

OBJECTIVES:

Increase sales and brand affinity with a bold cross-category portfolio of consumer products focus on Mexican cultural identity.

Consolidate Marvel as one of the Mexican favorite IPs and leverage it into new categories.

Marvel Lucha Libre Edition (MLLE) a bold new concept from the Marvel Multiverse that clashes two amazing worlds, Lucha Libre (Wrestling) and Marvel characters, collapsing into powerful storytelling with so much in common like the masks, the good vs evil, the legacy….

Marvel created new real wrestlers with all the traditional identity of Mexican "luchadores" but inspired by Marvel characters: Aracno, Leyenda Americana, Estrella Cosmica, Terror Purpura, among others, fighting in epic "Luchas" in live events and broadcasted all around the country.

MLLE partnered with fashion designers, licensees, retailers, and more to launch the new collection of apparel, footwear, toys, plushes, stationery, home, and obviously masks.

A new era of heroes and villains was born.

Focus on Young Adults and core fans, Marvel partnered with the most relevant Wrestling Association in Mexico (Lucha Libre AAA).

MLLE is based on the 3 main pillars of Lucha Libre:

- The “SHOW”, a spectacle of lights, sound, and fireworks

- The “SPORT”, high-performance athletes showing the best in class wrestling movements

- The “CULTURE” meaning that Mexicans are passionate about Lucha Libre, a democratic event for all the family.

After a deep dive into each Marvel character's identities, evaluating local cultural representations such as street art, urban color palettes, and design based on the rich Lucha Libre history, the new "luchadores" profiles and bios were created, then the outfits, names, masks and wrestling skills.

Covid-19 postponed the MLLE Championship, but several fights were live streamed.

A luxury-fashion collection was launched a week before in a live runaway, then the full collection on Amazon and other retailers.

First, the creation of Luchadores characters with original bios, wrestlers' outfits designs, masks' couture, and names according to Marvel characters.

Then, the development of art & illustration style guides, badges, posters, patterns, master graphics, product mockups to pitch to consumer product licensees and retailers.

Meanwhile, Marvel Live Events division deal for Live Streaming through Youtube and broadcasting through open and cable tv.

Campaign Teaser: Nov 20th, 2020

Virtual Runaway: Nov 26th, 2020

Live Event: Dic 13th, 2020

Placements:

Retail POS (Amazon, Disneylatino.com/shop), Product TV Spot (TV Azteca, ESPN, Disney Channel, Nat Geo Channel), Influencer Outreach, Social Media Campaign, Radio mentions

Virtual Runway: Live Event, Influencer Outreach, Social Post

Location: Mexico / Streaming: Global

Event Triplemania: Live Event, TV Broadcast (Cable & National TV), Streaming, TV spots, social media post, Press Conference

Location: Mexico / Streaming: Global

This bold 360 Integrated Marketing Campaign encompasses +150 dedicated SKUs and +100 in development in multiple product categories, from toys, apparel, home accessories, food and beauty.

Below some important numbers on the impact of it all:

- Fashion Virtual Runway: +40K Views

- Influencers campaña: 43M Followers

- PR Media Value: + $500K USD

- Triplemania broadcast:

- Youtube: + 2M views on Youtube (100K Live)

- TV Space: +2.5M Audience México (04-17: Rat% 1.08, Rch% 3.03 / 25+: Rat% .88, Rch% 2.96 )

- TV Azteca: Rat% 6.6. Shr% 11.8 Rch % 22.1

- Facebook: 5,969,192 Reproductions. +17.6M Reach

- Instagram: 420,953 Reproproductions. +1.5M Reach