MARVEL: Universe of Super Heroes

Exhibition Marketing


Seattle’s Museum of Pop Culture welcomed the largest exhibit ever staged at MoPOP; Marvel: Universe of Super Heroes featuring more than 300 original artifacts, including some of Marvel’s most iconic and sought-after pages, costumes and props, many of which have never-before been seen by the public.

The marketing strategy comprised of five phases from exhibition announcement to last chance. The strategy included A/B testing which characters resonated the best with which audiences, as well as testing artifacts vs illustrations, photography vs graphics, video vs carousel, educational language vs witty taglines, and many more. Although each audience responded differently, we learned that the Spider Man illustration had the highest ROAS at 10.28. Surprisingly, Black Widow was second most popular with an ROAS of 8.81. Additional characters that attracted attention were Captain America, The Incredible Hulk, and Star-Lord’s Walkman. In addition to digital advertising testing, we also experimented with having a Marvel animation on the MoPOP homepage to draw people into the exhibition. The result was a 70% increase in online revenue and a 0.61% increase in the conversion rate when we used the animation.

Overall this campaign was a success, resulting in MoPOP’s highest ever attendance for the duration of this exhibition as well as the highest number of guests adding a special exhibition to their general admission ticket. We reached our revenue goal for the exhibition four months in advance of its closing and the average order value online increased by 8%, largely due to the Marvel exhibition upcharge.