The directors of Avengers: Doomsday posted the address of a coffee shop in London on Instagram. On June 2 at 2 p.m., they promise a surprise, and rumors point to Robert Downey Jr. as Doctor Doom. The marketing strategy aims to generate anticipation ahead of the December 18 release. British fans could be the first to see a key announcement in an everyday location.
Guerrilla marketing as a digital tool 🚀
The technique used by Marvel is an example of guerrilla marketing, where an unexpected physical space is used to make content go viral. The Instagram clue redirects to a real location, combining social media and in-person events. This allows for real-time engagement measurement and media coverage generation. The choice of a coffee shop, a common place, aims to humanize the promotion and connect with the local audience. The use of geolocation data and specific times optimizes the impact.
Spoilers with milk and two sugar cubes ☕
That a superhero movie announcement is revealed among croissants and cappuccinos has its charm. Fans are already speculating whether Doctor Doom will order a latte or an espresso. What is certain is that the coffee shop owners will experience a June 2 more chaotic than an Avengers fight. At least, if Downey Jr. shows up, they can charge admission in the form of artisanal coffee.