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Magic of Marvel: Oracle Deck
Helping Marvel Attract a New Audience
Magic of Marvel: Oracle Deck
CASE STUDY
Helping Marvel Attract a New Audience
It was a meeting of titans: BC3D, Marvel, and Insight Editions united in a quest to launch Marvel's new merchandise experience, Magic of Marvel: Oracle Deck. The task at hand was daunting, yet thrilling: produce a sleek 3D animation that would showcase the Oracle Deck interacting with iconic MCU characters and objects, amidst a whirlwind of exciting CGI visual effects. But that wasn't all – we were also tasked with expanding Marvel's B2B connections in the oracle and tarot card industry. Led by the visionary mind of strategist Michael Brand, the BC3D team embarked on a journey that would change the way fans interact with Marvel characters forever, while also forging new business partnerships.
CHALLENGE
1. Help Marvel Oracle Deck product launch in the B2C space.
2. Build upon brand recognition among consumers.
3. Increase sales and open new streams of revenue without alienating millions of loyal MCU Fans.
4. Expand Marvel's B2B network by connecting with comic and novelty oracle/tarot card brands and business owners for partnerships before launch.
OUTCOME
Launch sales soared, driven by 3D videos bridging Marvel and Oracle audiences. Product engagement rose 215%, Oracle Deck conversions up 180%, and average order value increased 75%. B2B efforts yielded 45+ partnership meetings a month, securing 83 pre-launch collaborations. The campaign excelled in both consumer and B2B spheres.
CLIENT: Marvel Merchandise
AGENCY: Insight Editions
STUDIO: BC3D
DIRECTOR: Michael Brand
SCOPE OF PROJECT:
Marketing Strategy
Identity Testing
3D Content
Lead Generation
Omni-channel Outreach
The transformative journey began with a dynamic discovery session focused on the client's objectives, goals, and desired outcomes. BC3D, Insight Editions, and Marvel Merchandise embarked on an expedition to align their visions, discussing project goals, strategy, partnership journeys, concept art, and the desired outcomes. Through open dialogue and a relentless pursuit of excellence, BC3D delved deep into Marvel's aspirations and vision, leaving no stone unturned.
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Through extensive user research, employing short and focused split-test campaigns, meticulous analysis of store page customer reviews, and careful scrutiny ofsocial comments, the team gained a comprehensive understanding of customer preferences, desires, and pain points.
Armed with these invaluable insights, they were able to make informed decisions, optimize their strategies, and deliver an exceptional experience that resonated deeply with their target audience.
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Next, the stage was set for BC3D's mesmerizing artistry, with a primary focus on achieving the client's objectives. Concept art and visual direction took center stage as BC3D meticulously crafted a vivid portrayal of Marvel's desired aesthetics. Every detail, from story to colors and textures, was scrutinized to ensure a seamless and captivating visual narrative that aligned with the client's goals.
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B2B Outreach and Partnership Building
We developed a robust B2B outreach strategy to connect Marvel Merchandise with key players in the comic and novelty oracle/tarot card industry. Our approach included:
1. Comprehensive market research to identify potential partners.
2. Development of personalized outreach campaigns tailored to each potential partner's unique offerings and audience.
3. Creation of a compelling partnership proposition that highlighted the mutual benefits of collaboration with Marvel Merchandise.
4. Implementation of a multi-channel outreach strategy, including email, LinkedIn, and targeted advertising.
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1. We developed an AI-powered lead scoring system that analyzed potential partners based on factors such as market reach, brand alignment, and collaborative potential.
2. Our team crafted personalized outreach sequences, leveraging AI-generated insights to create highly relevant and engaging initial contacts.
3. We implemented an advanced tracking system to monitor engagement rates and optimize our outreach strategy in real-time.
4. Regular strategy sessions were held to refine our approach based on ongoing results and feedback.
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Everyone at Marvel Merchandise and Insight Editions were such a pleasure to work with. Their exceptional communication, timely feedback, meticulous proofing, and swift approvals were a testament to their commitment to excellence. What truly thrilled them was the secure client dashboards we designed exclusively for their use.
These dashboards provided them with quick and convenient access to project timelines, progress updates, and deliverables. Moreover, they marveled at the ease with which they could provide approvals and offer vital feedback to our team. ensuring fast iterations and a multitude of options, allowing us to stay ahead of schedule while maintaining a relaxed and experimental atmosphere, fostering an environment ripe for innovation.
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Results
Launch sales soared, driven by 3D videos bridging Marvel and Oracle audiences. Product engagement rose 215%, Oracle Deck conversions up 180%, and average order value increased 75%. B2B efforts yielded 45+ partnership meetings a month, securing 83 pre-launch collaborations. The campaign excelled in both consumer and B2B spheres.
"Wonderful work and fantastic communication! The tarot deck video is so incredible, it set a high bar" - Alexandra Oliver, Director of Digital Marketing and Branding at Digital Insights
Credits
Producer: Alexandra Oliver
Creative Director: Michael Brand
Head of Production: Keyla Loureiro
Digital Director: Renan Bauch
Director of Enterprise AI Solutions: Shahbaz Nizam
Design Director: B Salim
Designer, Illustrator: Sol Devia
3D Designer: Matheus Lima
3D Design and Animation: Henrique Miranda
3D Animation: Alexandre Castro
Compositor, Video Editor: Leonardo Martins