The Battle Delivered
Godzilla vs. Kong | Stunt Campaign
In 2021, Legendary Entertainment created a specialized think tank to drum up marketing tactics for their upcoming blockbusters. The first task was to find way to reach a massive audience on the premiere of Godzilla v. Kong (which went direct to streaming).
The Big Idea
Partner with a food delivery service to send unique merchandise to fans the night of the premiere.
Dubbed “Kong Kits,” hungry users would theoredically get branded GvK merchandise boxes with their meals.
Limited Edition Art
We noticed there was a massive community of fan artists who loved the franchise and designed hyper stylized art. We wanted to find a way to empower the creators who are also fans.
So, to make it a little more special, we thought about including limited edition T-shirts or mini-posters that featured GvK graphic fan art. Legendary would crowdsource designers to make art in their own style that is distributed (with their credits visible).
Not only would the artists get their name out there with a brand they love, but hungry orderers feel like they get a unique experience (because they did). Slam dunk.
Marketing executives at Legendary were interested in this idea to see how it would fit into the larger GvK marketing plan. However, timing and resources made this strategy unfeasible, so it remained a pitch (a pretty good one). After all, it was a think tank! This idea was entirely self-directed and not an official Legendary campaign.