Role: Creative Lead for IncrediBull agency
This summer Skype and Marvel joined forces once again, this time creating Earth’s Mightiest Group Chats.
With a central theme of ‘Mightier Together’, it was time to shake things up this time around. Unlike Captain America, Thor and Guardians, there was no on-the-ground activation for Marvel's Avengers: Age of Ultron, and the campaign focus was to drive fans to use Skype more than ever before. I was lead creative on a campaign that built in-client engagement via an official fan chat on Skype, encouraging epic global conversations around the film, as well as incorporating the wider Microsoft world, using products such as OneDrive, Microsoft Mobile and Bing.
As always, the success of the campaign boiled down to the results – an unprecedented amount of connected users got in on the action, and by the end of the campaign, we’d hulk-smashed all KPIs for in-client fan engagements – including file sharing, instant message and video message.
Here’s how we got there.
With thanks to Tom Edwards from IncrediBull, the Skype team, 1KH, UM, Brian Toomey and Caroline LeDuc.
The LA press junket involved a live group video call, where super fans and our competition winner could quiz the stars.
The questions from the group chats were asked to the stars at the London press junket, hosted by Steve Hargrave.
The stars recorded thank you messages for the fans that were then shared in the group chats via a OneDrive link.