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Hype was high for the launch of Marvel’s new series, The Defenders on Netflix. But how could we ensure maximum awareness amongst Aussie males aged 25 - 35?


We identified the key attributes of each Marvel Defender & paired them with iconic sporting heroes to give a unique glimpse into the mindset of all champion Defenders.


Media: Utilise the existing social communities of each athlete to drive earned media and engagement for the series.. Executions: 4 hero content pieces, propagated via champion Defenders’ social channels. Another 15 elite sporting stars created sharable content that celebrated things they passionately defend. Athletes submissions were shared via their own social networks.


• 844,000 social interactions
• $283,000 of earned media value
• 294,000 secondary reach
• 38 content executions
• PR pick up included The Footy Show

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