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.

  • Five phase multichannel A/B testing, resulting in an increase in ROAS during each phase and 120% increase over the life of the campaign
  • Managed a total of 75 campaigns in 2018; Marvel was one of them and brought in 27% of total digital ad revenue
  • Learned the local audience and tourist audience behavior differences
  • Initiated a blitz campaign for the closing of the exhibition, resulting in a quarter of total revenue from the exhibition and the second highest conversion rate of the year
  • Directed creative campaign using animated characters resulting in a 70% increase in online revenue
  • Experienced the highest attendance ever for a special exhibition and sold out the opening party and weekend
  • Reached revenue goal six months in advance of exhibition closing
  • Increased average online order by 8% due to this exhibition

© 2017 Kraft