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How to make a launch legendary
How do you avoid getting caught in the cultural chaos?
Whether you’re launching a Hollywood blockbuster, a video game or a new product line, you need to make sure the ways in which you go to market capture the imaginations of the audiences your IP, product or brand were made for.
In an increasingly intersectional and overcrowded cultural landscape, where the stories you’re trying to tell live or die by how steady their feet are stepping onto the social conveyor belt, it’s harder than ever to stand out and avoid being dragged down by the cultural undertow.
For every Super Mario Bros Movie, there’s an Indiana Jones 5. Every MSCHF ‘Big Red Boot’ has its corresponding hype collab gone wrong. It’s not all about the quality of what you’re trying to sell either. It’s how well you cut through vs. the competition and how much your story, or at least a part of it, is worthy of your public’s imagination.
If your brand has something big, or small, you need to make a splash, you need to do everything you can to tip the scales of social media justice in your favour and stave off a slippery slide into cultural insignificance. So what is the secret to success?
Life in plastic, it’s fantastic
What does ‘Barbeinheimer’ mean for cultural launch moments?
It sounds like a German speed metal band, but it is in fact the unlikely collision of the world’s favourite doll and history’s most catastrophic act of military aggression. Fortuitously synchronised and insanely hyped, the upcoming release of Greta Gerwig’s Barbie and Christopher Nolan’s Oppenheimer has a strangle hold on social. With both films set to benefit from the meme frenzy that has whipped up around them, there are a few lessons we can take from the unique ways in which they, and others notable examples across culture, have found ways to inspire audiences and fuel the social hype cycle.