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Ant-Man (film)/Promotional Campaign

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The Ant-Man promotion campaign is a crossmedia campaign which was set up to promote Ant-Man. It started in July 2, 2015 and consists the social media platforms YouTube, Twitter, Google+ and LinkedIn.

The campaign started with a series videos of WHiH Newsfront on YouTube focusing on Scott Lang and his future release. These videos are supported by posts on Twitter and Google+.[1][2][3] Items from the videos were further discussed in articles on the internet, like on the website Mashable.[4][5]

Besides the story about Scott Lang, an interview of Darren Cross CEO of Pym Technologies was released. The interview was done by a WIRED[6] insider James Rondell. They talk mostly about Darren Cross, Pym Technologies and Hank Pym. This interview was also supported by post on Twitter, Google+ and a LinkedIn page.[7][8][9][10]

The crossmedia campaign was mostly focused on the main characters Scott Lang and Darren Cross, but some of the posts on the Google+ and twitter accounts contain information about various other subjects, sometimes directly related to other movies in the Marvel Cinematic Universe. For example, on July 4 WHiH World News posted there would be fireworks above the Avengers Tower. Some of these posts were added later but with an earlier date then the campaign started, one of these post even dates back all the way to 2011.

WHiH Newsfront: covering 'Scott Lang'

WHiH News Front

WHiH Newsfront

The television network WHiH World News started their online news program WHiH Newsfront, leading with information about cyber-criminal Scott Lang. To promote their new online platform, WHiH World News posted links to their videos on their Twitter and Google+ pages. The video's were further discussed on the website Mashable.

On July 10 WHiH Newsfront gained some exclusive footage involving Scott Lang who was set to be released from prison after the 2012 break-in. The WIRED interview with Darren Cross was released by WHiH Newsfront aswell.

Pym Technologies with CEO 'Darren Cross'

Screenshot 2015-07-15-00-51-22(1)

WIRED Insider: Darren Cross

Pym Technologies had a recent break in nano technology. Naturelly this was discussed on their Google+ and Twitter pages, which gained the atention from the media. Not soon after Darren Cross CEO of Pym Technologies was interviewed by a WIRED insider. An article of the interview could be found on the WIRED webpage, which gave some deeper inside. A brief history of Darren Cross can be found aswell, on his Linkedin page.


There is also an 'official' Darren Cross and Pym Technologies youtube page. However, besides their picture or logo, they didn't upload anything else.[11][12]

Timeline

The timeline of the campaign.

References

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