William Hill bought the rights to Marvel Heroes characters to use in themed slot-machine games in their online casino. They needed to promote these new games to existing clients and potential players.

Audience Insight

People have a strong emotional connection with Marvel characters, and usually have a favourite one.

The Big Idea

Which character will you get into?

The Execution

Capitalising on Marvel’s distinctive cartoon imagery and language, we created a distinctive creative playform that encouraged players to ‘find their true character’. Central to this was a direct mail piece in the style of a traditional Marvel comic. We also produced viral ads and shop films which brought to life the proposition using Marvel-inspired themes.

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