Overview The Power Rangers Movie is a reboot of the original Mighty Morphing Power Rangers TV show series aired in 1993, and is set to be released in cinemas in March 2017.
Challenge The supporters of the original series have aged. Today’s teenagers know little about the Power Rangers and therefore have no strong attachment or emotional ties to the Power Ranger franchise.
Objective Build a connection between our new target (13-17 yr old) and the characters.
Insight For these teenagers school is like a war zone where they’re battling teachers, peers, parents and themselves. They are always looking for ways to cope with it. Super hero movies appeal to them because it gives them a chance to transform out of their current role: takes them from ordinary and helpless to extraordinary and powerful.
Message Power Rangers are the super heroes you can actually relate to.
Strategy In stages, roll out an immersive experience that will allow teens to become the mighty morphing Power Rangers.
Build awareness with the use of transit ads near relevant high traffic area (focused on Zordon and his recruitment)
Use careful target marketing to build online hype by having Zordon (AI) recruit teens through social channels (chatbots)
Increase engagement and awareness through event marketing i.e partnership with ComiCon, where attendees can interact with Power Ranger elements & test their aptitude by overcoming similar obstacles the super heroes face in the movie