Marvel's Avengers
Client
Virgin Media
Industry
Telco
Category
Sponsorship, campaign, social
My job is often to make ambition and budget meet in the middle, and this is a good example of extracting maximum value from minimal access.
Virgin Media has a long history of gaming partnerships, with the likes of Activision and Mediatonic, but in 2019 its biggest yet was launched with Marvel, Crystal Dynamics and Square Enix around Marvel’s Avengers, an original game based on the comic-book property. The brief: build equity with both gamers and Marvel fans, of the films and the comics alike, working in a multi-agency set-up to fuel fandom through exclusive access.
From Gamescom 2019 to the game’s release in September 2020, we gave Virgin Media customers unprecedented access to the developers and the gaming assets. The content included quick-fire answers to all the internet’s burning questions, a 19-minute developer commentary previewing the game’s first level (good enough that other channels ripped it dozens of times) and in-depth video profiles of the six playable Avengers.
The smart part was production design. To make the most of limited talent time and a tight client budget, we filmed everything in a single interview at EGX, then built an entire content series from those answers across multiple formats, maximising both the talent’s availability and the client’s money.
The response was overwhelmingly positive, and the editorial approach we took showcased Virgin Media’s genuine credibility and expertise within gaming.
What it shows: strategic content planning, multi-agency collaboration and disciplined budget management – turning a single shoot into a full, multi-format series that delivered for fans and brand alike.
