Marvel's 'Spider-Woman' gets a three-part PR push

NEW YORK: Marvel Comics implemented a three-part PR strategy to introduce its first original motion comic 'Spider-Woman,' released August 19, to various audiences.

NEW YORK: Marvel Comics implemented a three-part PR strategy to introduce its first original motion comic, Spider-Woman, released August 19, to various audiences. The initial phase of the campaign is being led by PR, said John Dokes, VP of sales and marketing for the digital media group for Marvel, and advertising will play a role later in the campaign.

Working with DKC, its publishing group AOR, Marvel is targeting mainstream press to spread the word about the new product, which is distributed through iTunes, as a combination of music, voiceover work, and the comic artwork. The company has an internal team that oversees industry outreach to both comic and digital industries, with a focus on the creators, Brian Bendis and Alex Maleev. Additionally, Marvel is using social networks including Twitter, Facebook, and MySpace to reach fans of the brand and its products.

"We want to reach people that we feel touch the Marvel brand in some way, whether it's the gamers or people who are attracted to our animated properties or our films," Dokes told PRWeek. "For the comic book fans, we try to reach them first, because we think this is going to appeal to them the most. But it's also a way to reach out to new consumers."

Marvel also partnered with Aniboom, a virtual animation studio, launching a contest for Aniboom animators to create their own motion comic from Marvel content, such as Wolverine and the Hulk. The contest will also promote Spider-Woman, as well as future motion comics coming up from Marvel.

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