After the juggernaut that was “Infinity War,” it’s no surprise the marketing push for “Ant-Man and the Wasp” is a bit —ahem—smaller in scale.
While there aren’t a plethora of brand tie-ins in this Marvel movie, Hyundai is hoping for a lift from the heroes with product placement to promote the 2019 Veloster hatchback. A behind-the-scenes featurette will also play during previews before the film, showing how the car is shrunk down to become part of the action.
A TV spot, featuring the tiny car drag racing with puzzled police officers, debuted earlier this month in advance of the film’s opening on July 6. Hyundai’s agency Innocean USA developed the commercial.
The brand also partnered with Marvel to give fans a chance to win passes for an early screening. Last month, tiny, ant-sized Velosters were hidden around Los Angeles, and clues to their locations were shared on Hyundai’s Facebook, Instagram and Snapchat channels.
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Additionally, Hyundai teamed with Marvel to give fans a chance at an early screening. Ant-sized versions of the Veloster were placed around Los Angeles; fans who found the cars got movie passes to an exclusive showing. Hyundai dropped clues on its Facebook, Instagram and Snapchat channels about the mini-car locations. Participants were encouraged to share news about the scavenger hunt in social with the hashtag #HyundaiVeloster.
More free tickets were also distributed in a surprise and delight promotion. Some lucky fans found tiny doors emblazoned with the film’s logo. When they opened the door, they found passes for the film. Fans are naturally sharing their discovery of the tickets on social media.
Other promotions for the film not surprisingly played on the stature of the heroes. Fans who see the “Ant-Man and the Wasp” in Dolby Cinema at AMC Theaters opening weekend will receive a miniature comic book and magnifying glass. Billboards make use of the size too, showing the Wasp tiny with Ant-Man (in his Giant Man form) looming in the background.