“Guardians of the Galaxy 3” was one of Disney’s biggest releases in 2023. The movie already benefitted from a strong media plan and a press coverage that generated
a lot of expectations among fans.
Disney’s marketing team reached out to us after establishing that one of the core targets of the movie shared a strong interest for “Gaming” and “Football” topics.
Therefore, the idea was to develop a narrative that could introduce the “Guardians of the Galaxy 3 movie” into these universes, which led to the connection with Union
Saint Gilloise x Azerion esport team for a one-of-a-kind activation.
Online-Offline activation featuring Twitch, Instagram, X, and DOOH billboards in the RUSG Stadium
Esports & sports was a new territory for Disney. Therefore, this bold initiative required to work on the product legitimacy inside a brand new universe. To legitimate this
campaign in the eyes of the audiences we developed a strong narrative around the Guardian (goalkeeper) of the Union and the Guardians of the Galaxy, and exploited
Marvel’s natural connection with gaming and entertainment universe during the streaming session.
In this case gaming was used to connect a product (the movie) with an audience (sports & gaming enthusiasts). This new touchpoint proved to be a great addition to the
media mix, allowing us to reach + 30k individuals in an unconventional way.
