by Benjamin Potter | Creative Director, CLICKON
The new Batman vs. Superman movie doesn’t come out until next year, but Warner Bros. are pushing hard to create social buzz around the film. Last week, they partnered with Fortune to create a native ad that pushed branded content to a whole new level.
What better way to bring out a villain’s backstory (Alexander Joseph Luthor Jr.) than have him talk to Fortune Magazine about the growth of his Fortune 500 company and his deceased father, Lex Luthor. Sounds weird, right? Native advertising just got even more awesome.
Warner Bros. have given audiences an extension of the film’s plot by spending big ad dollars with Fortune to create an article which profiles a fake company, LexCorp, and a its fictional CEO, Alexander Luthor Jr. In the ad, audiences learn how Lex Luthor unexpectedly died in 2000, thrusting Alexander into the business to take the reigns. Alexander soon made Businessperson of the Year by Fortune, as well as making it on the magazine’s World’s 50 Greatest Leaders list.
Jessie Eisenberg will play Alexander Luther Jr. in one of the most anticipated films of 2016, directed by Zach Snyder. When audiences watch the movie, they will know information learned from the native article, including:
“Dad named the company after himself ten years before I made my unexpected entrance into his life. But investors seemed to respond to the idea of an adoring father building a legacy for his precious son. He used that to his advantage. It was a good shtick and, whatever else he was, he was a good businessman,” as Alexander explains.
Warner Bros. have won big with the LexCorp native ad, which also includes fake display ads for the company.