Marvel Universe LIVE! Debuts, Fans Mingle with Superheroes Online and in Person (Customer Spotlight)June 30, 2017
Your top-dog superheroes are in town. Marvel Universe LIVE!, a Feld Entertainment Production, hit New Orleans this month.
The illustrious squad of heroes and villains will be touring the nation for the next two years, transporting fans into the exhilarating Marvel Universe. The show features an original storyline, bound together by cutting-edge special effects and aerial stunts.
Feld Entertainment enthralls more than 30 million people in 75 countries with as many as 5,000 shows each year. It thrives on an philosophy that invests passion, innovation, and meticulous attention to detail.
With this same vigor, the company teamed up with Zoomph, their minds set on leaving their mark on social media.
A Universe for Fans on Social Media
Feld endeavors to build a strong community of Marvel lovers who express their fandom online and at their events.
At every Marvel Universe LIVE! performance, the company creates an exciting experience for engaging fans and inspiring activity around the #MarvelUniverseLIVE tag.
Using #MarvelUniverseLIVE, fans can earn a spotlight on Marvel’s online portals and the three-screen digital backdrop of the stage. Throughout the event, the backdrop, powered by a Zoomph social hub, will populate in real time as an automated J.A.R.V.I.S. draws attention to the screens.
Attendees can trigger a variety of playful automated responses from J.A.R.V.I.S. using their social media photos.
Fans will also wield the power to sway the results of a Zoomph Twitter poll. One tweet can unleash a vote towards a favorite hero, superpower, or prediction for what will happen next in the show.
Behind the scenes, Feld will be leveraging Zooomph to receive votes and moderate user-generated content (UGC) for their visuals.
Harnessing the Powers of a Truly Social Event
Unifying the Marvel and social media worlds has quickly enabled Feld to deliver on a fun, interactive event (see ‘Early Triumphs’ below).
But perhaps one of Feld’s greatest strengths is being able to harness the full breadth and power of social media.
Aside from using social media visuals to create buzz during the show, Feld employs a thoughtful pre- and post-event data strategy.
The team captures audience analytics with Zoomph to personalize their marketing and production to the unique Marvel fans of each city.
By fostering social activity at each event, Feld also benefits from feedback with which they can decode the demographics, influencers, and other personalities in attendance.
Social media is not, simply, a mechanism for engagement. It serves as a source of intelligence for the team, providing inspiration for keeping the momentum going (and growing) after every production.
Feld’s social strategy had early payoffs. The first series of shows between June 23 and June 25 in New Orleans generated nearly a thousand tweets and Instagram posts by attendees.
— Leticia Barr (@techsavvymama) June 9, 2017
— Scarlet Paolicchi (@familyfocusblog) June 9, 2017
— Ty (@TytheMarvelous) June 8, 2017
Much is left to be seen as the team hits the road for their next city: Los Angeles.