With the Maiden of Might flying onto the small screen and paving the way for more modern female-led superhero experiences, it’s no real wonder that the Supergirl marketing efforts influenced what DC and Time Warner decided to do to market Wonder Woman.
Speaking at a Modern Customer Experience event, Time Warner chief marketing officer Kristen O’Hara had a lot to say about the thinking behind the Wonder Woman marketing campaign and its Supergirl influence.
“I think when we as consumers or even we as marketers think about the heroic moments, we are thinking of moments like this one,” O’Hara said. “So, for us, certainly we do want the release of Wonder Woman in June to be a heroic moment for our company, but I think in a data-driven world, the heroic marketing moments aren’t those big huge moments, they’re an aggregation of tiny, little moments that happen over a long period of time that help us get smarter and smarter about our customers, that help us to create better experiences for them. And so in the case of Wonder Woman, this is a release that we started talking about two years ago, and when we started on the path I mentioned earlier, franchise management was going to be something we looked really closely at how data could help us do better.
So one example that we have behind is something that happened about 15 months ago. We had a modest campaign that we were doing for the TV show Supergirl and we started to discuss, yes it was important to drive ‘tune into that show,’ but one other amazing benefit from that campaign would be the amount of data we could collect about female superhero fans, which we hadn’t really done up to that point, and so a modest campaign generated I think 5 million female superhero fans in one week, that we were able to model over time to grow that audience leading up to 15 months later the release of the [show]. Now certainly we aren’t just courting female fans, it’s a wide release, but that ability to think about segmentation and every consumer engagement with our content is an opportunity to learn about them and serve them better.”
With this idea that it’s the little moments that build to the ultimate hype, the Wonder Woman marketing team has worked in various ways to create a range of experiences for fans. From #WonderWednesday to merchandise to special figures and beyond, Wonder Woman has been spread far and wide but in a much more subtle way than normal. Ultimately, time will tell if this particular strategy pays off.
Wonder Woman hits theaters June 9, 2017.