The Marvel Experience

The Marvel Experience
Is it a military base? Is it a spaceship? No, it’s Marvel’s touring six-story dome, inside which a variety of superheroes – from Thor and The Hulk to Spiderman and Captain America – are being brought to life. 
 
This touring brand experience – dubbed The Marvel Experience – will be making a fair few stops around the US, including Dallas, San Diego and San Francisco exclusively for ticket-holders.

Once guests enter the compound, they sign up for a S.H.I.E.L.D. identification card on one of many touchscreen monitors. They then head to the Recruit Staging and Mobile Command Center areas, where animated Marvel characters explain the storyline.



The premise: evil robots referred to as “Super Adaptoids” threaten the security of S.H.I.E.L.D (Marvel’s counter-terrorism and intelligence agency) and the attending comic fans have been recruited to help.

As guests delve further, they enter the largest of the three domes which houses more than a dozen interactive games employing the latest technology; from digitally excavating for robot parts and laser-guided obstacle courses to gesture based shooting games, a Spiderman climbing wall or learning how to fly like Iron Man or even pound like the Hulk, there’s plenty to keeps guests entertained. 



Next they encounter what Marvel claims is the world’s only 360-degree 3D stereoscopic theatre, with incredible resolution and effects. From there, they receive a final briefing from the Marvel characters, and have a go on a 4D motion ride.

All visitors are then deposited in a merchandise store where they can print out their very own S.H.I.E.L.D. identification card as a souvenir, and partake in photo activations.

The Marvel Experience successfully incorporates interactive technology like augmented reality, multi-person gaming and immersive elements to make its guests the real focus of all the action.

And that’s what any good brand activation should do.

Take a look at my round up of the best brand activations at Comic Con 2014 if you liked this, or even this activation where Mario Kart was brought to life. 

Joss Davidge is Director of the Unexpected at BEcause, the award-winning live brand experience agency, dedicated to enhancing Brand Love.

Read more from Joss in our Clubhouse.

 

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