The arrival of Batman Live into arenas across Europe was an exciting prospect for both our Events and Attractions team and the army of loyal fans across the globe.
Working with the Producers, Warner Brothers and DC Comics, we developed and implemented the UK and European strategy for Batman Live to bring a brand to life in order to appeal to comic fans and extend the show’s reach from loyal theatregoers and events attendees. The campaign demonstrated the scale and spectacle of a “never seen before” live entertainment show and an event that really needed to be seen to be believed.
As part of our campaign, we created several targeted promotional activities including an Open Audition designed to create press and marketing opportunities and a ‘Batman Spy’ character, to communicate with existing fans less obtrusively by “leaking” exclusive content through Twitter. Out of home media, national and regional print and online media advertising partnerships were also established to further build awareness and we were thrilled to launch the highly interactive Batman Live World Arena Tour international website. Our social marketing campaign also got audiences talking; with our bespoke Facebook page, we secured 12,000 fans in a 48 hour period and gave them an exclusive on sale.
Furthermore, we secured an exclusive online partnership with MSN UK, including a fully branded Batman Live page to promote the priority on-sale for MSN readers. Users were driven to the page by over 5 million banner adverts running across the network as well as editorial links and ‘feature’ articles. In the first 4 weeks over 50,000 users visited the branded page – doubling our initial target of 25,000 in the first month. In addition, the package negotiated included a full spend match and a further 80% added value!
The results speak for themselves. Following our work as worldwide brand guardians, over half a million people in the UK saw Batman Live World Arena Tour in the summer of 2011, while many more continue to see the show as it tours around the globe.