Wednesday, May 29, 2013

Man of Steel + Gillette = Brilliant Product Tie-In

What do you get when you combine a highly anticipated superhero movie, the combined nerdiness of famous self-proclaimed comic book lovers, and one of the most pedestrian toiletries on the planet?

You get a brilliant viral marketing campaign, that's what.

Seemingly incongruous Gillette has hitched its wagon to the Man of Steel movie with a simple question: How does the Man of Steel shave?

Apparently this is subject of countless discussions among Superman fans the world over. At once Gillette has reached reached a huge demographic that 1) shaves, 2) enjoys superhero movies, and 3) probably reveres the personalities who provide their own theories in answer to the question.

This just goes to show that even the most apparently unrelated concepts can be combined to create super-traction for a brand. More marketing departments should be thinking along these lines.