The fruits of Disney’s $100+ million promotional partner campaign reported by the industry in Black Panther: Wakanda Forever have given in, not only in a record US/Canada box office opening in November of $181.3 million and 12.7 million admissions, but stoking a wide range of demographic groups, including Black, Latina/Hispanic and older women, in theaters in droves this past weekend.
Heard the media value for the sequel’s promo partner lineup is double that of the first Black Panther and the same value as last year eternal.
wakandan forever it drew an audience of 43% black and 22% Latino and Hispanic, according to PostTrak, which combined at 65% is larger than the respective showings of the first film from 2018, which had a 58% share. Even more surprising is that this time, women over the age of 25 represented the largest crowd by wakandan forever with 32%, giving the Ryan Coogler-directed sequel its highest viewership rating at 97%.
Given the female independence and STEM themes in the MCU title, Disney’s global partnership marketing and strategy group went after those demos and more head-on with a lineup of best-in-class advertisers such as lexus, adidas, GoalProcter & Gamble, MasterCardMac Cosmetics, the nba, McDonald’s, Xbox and Sprite Zero; these brands are a mix of returning and new partners to the Mouse House.
The anomaly in this promotional partner campaign is the link between Lexus and Adidas. Rarely, if ever, have two promotional partners come together for a commercial synced to a blockbuster movie. Traditionally, large merchandise companies have their own personalized messages they want to convey to consumers associated with co-branding with a great Marvel movie.
While Lexus did have its own separate commercial, directed by Lexus/Marvel commercial filmmaker Anthony Leonardi III (previous Lexus-Marvel commercials include Kumail Nanjiani’s “Parking Spot” commercial for eternal), highlighting its electric 2023 Lexus RZ 450e starring wakandanof the Dora Milaje and its General Okoye (Danai Gurira), there was another.
Adidas teamed up with Lexus to design the interior of a Lexus LC 500 Convertible, with Kansas City Chiefs wide receiver JuJu Smith-Schuster rolling in it. For the world premiere, Lexus and the Adidas School for Experiential Design Education teamed up with Carbon and influential virtual automotive designer Jon Sibal to create another custom vehicle, the Lexus RX 500h hybrid.
“It was authentic for these brands to connect, and for what the film stood for: bringing people together and inclusion,” said Mindy Hamilton, Disney’s senior vice president of global partnership marketing and strategy. “Everyone saw an opportunity to work together to celebrate this even more and make the movie even bigger. And it gave fans more ways to celebrate.”
wakandan forever represented the third team with Marvel Studios, Lexus made a cameo in the original Black Panther in a chase scene on Busan street. In Part 2, the Lexus LC 500 Convertible and the Lexus GX also have cameos.
“Lexus itself stands on innovation and technology and Wakanda certainly embodies that, so they were a natural and always authentically in the DE&I space,” Hamilton said.
Lexus’ collaboration with Marvel Studios and the creation of the ad was led by Walton Isaacson, Lexus’ agency of record for Black, Hispanic and LGBTQ+ audiences.
Here’s the latest announcement from Lexus, they’re short MCU movies themselves:
Adidas became even more connected with the sequel. The athletic brand joined wakandan forever costume designer Ruth E. Carter, who won an Oscar for Black Panther, and members of the Adidas School for Experimental Design Education to create bespoke costumes for the film for the likes of Letitia Wright’s Shuri and Gurira’s Okoye, featuring futuristic footwear inspired by photo technology, as well as sporty designs using transparent materials. .
Adidas and Marvel also had a range of innovative apparel and footwear, spanning tennis, track, soccer, and sportswear. there was also Black Panther-themed workouts and fitness challenges offered to Adidas members in key markets through the brand’s Runtastic app. The training was based on the action-packed image sequences and characters, infused with a fully immersive Wakandan setting.
Target offered an exclusive wakandan Merchandise line across toys, housewares, clothing and beauty with everything from pillows and PJs to the one-of-a-kind ship at Target Lego Black Panther: Wakanda Forever Royal Sea Leopard. Buyers were able to jump into the action and explore two immersive augmented reality experiences. In the shops there were wakandan forever signs in the toy department, whereby consumers could scan the QR code with their smartphone to explore the “Wakanda-inspired” technology. From there, they could watch the construction of the Lego Royal Sea Leopard or interact with one of the Hasbro Titan 3-pack action figures. Target also organized more than 130 community screenings of the sequel in support of non-profit organizations in select markets, which they attended. Target’s partnership with the film aligns with its own Racial Equity Action Change (REACH) commitment to create meaningful and authentic experiences for Black crew members and guests.
One of Disney’s big signings with its partner promo ads is getting film talent in key commercials for the brand, and Target starred as Dominique Thorne’s Riri.
Among other stars starring in brand ads, Wright was a big part of Xbox’s promotion for the film, which appealed to the latest generation in the gaming and STEM industries. Wright appeared in a series of inspirational videos. In the spirit of the Xbox brand platform, Power Your Dreams, the console kicked off with a drone presentation narrated by Wright. In addition, Professor Jacoby DuBose delivered a Wakanda-inspired HBCU Lecture from Howard University’s Chadwick A. Boseman College of Fine Arts, where he expanded on the MakeCode curriculum and participated in a panel of black gaming and STEM innovators with the full conference broadcast live on the University’s social channels. Xbox launched Project Amplify, drawing on Black professionals within Xbox and the gaming industry to share their personal origin stories, advice, and takeaways to inspire a more equitable STEM space. There were also giveaways including console kits inspired by the iconic “Wakanda Forever” salute and the Black Panther hero outfit, custom controller holders including with replica Kimoyo beads and custom sterling silver charms. Budding innovators were also able to participate in a new MakeCode curriculum inspired by the movie, where users can learn to write code for their own game. Black Panther: Wakanda Forever-Thematic activity.
Mastercard’s efforts with wakandan forever famous small businesses owned by black women. The credit card photo endorsement is part of their $500 million commitment to help close the economic and racial wealth gap in the US country. Mastercard also invited small business owners and youth groups to preview screenings of the MCU sequel in New York and Atlanta. It was the first time that Disney partnered with Mastercard.
Also rounding out the advertisers attached to the movie were longtime Disney promotional partner McDonald’s, which promoted a line of Happy Meals, featuring one of 10 action figures inside. Sprite Zero, which focused on Gen Z demo, with wakandan forever The bottles and cans also offered a QR-enabled AR and digital experience that featured the “origin stories” of three diverse creators behind the sequel: production designer Hannah Beachler, storyboard artist Jasmine Alexia Jackson, and sculptor Alicia. Diaz.
There was also a first co-promotional campaign by the NBA and Disney for wakandan forever. Dubbed “NBA Forever,” a combined promotional video of the photo and on-court performances was posted on social media and on ESPN on October 21 and during the October 26 doubleheader on ESPN. Also 15 NBA teams received wakandan forever theme nights at the stadium.
Among the beauty brands that addressed wakandan forever were the Mac Collection, featuring items like classic bullet lipsticks in shades of Wakandan Sunset (bright, cool fuchsia), Dora Milaje (blue-red), Royal Integrity (warm chocolate) and Story of Home (mid-tone neutral with a slight pink hue). shades); Feelin’ It Lip Gloss (Translucent Gold); and Love Me Liquid lip color in the shades of The Shadows (black), Thicker Than Water (blood red), Show-Off (red-bronze), and Wakanda Forever (shimmering shimmering purple).
Procter & Gamble had its limited edition Bevel x Black Panther: Wakanda Forever Safety Razor Edition Gift Set. P&G hair care brands in conjunction with the film also had My Black Is Beautiful and Gold Series with special product bundles showcasing the My Black Is Beautiful Golden Milk Collection and Gold Series Core Collection, at Target, Walmart and Kroger . Additionally, MBIB and Gold Series partnered with the film’s head of hair department, Camille Friend. She worked with brands on media engagement prior to the film’s release, discussing the power of hair and how it shaped identity, as well as styling and hair care tips. Disney recently worked with P&G on mrs wonder Y Doctor Strange in the Multiverse of Madness. My Black Is Beautiful was a special partner for wakandan forever, since the product was founded by a female scientist, keeping the STEM themes of the image.
Hamilton said about the wakandan forever promotional partner lineup: “We’re able to deliver these very specific custom collaborations together, not only by working with partners and their agencies to tell stories, but also by incorporating our filmmaking talent. Very few people can replicate that. It’s our secret sauce.”