Coca-Cola took advantage of the frenzy surrounding the premiere of Marvel?s latest blockbuster, Captain America: Civil War, by hosting fan screenings around the United States and hiring social influencers to conduct live reports on Snapchat while promoting its products.

The global beverage brand continuously updated its Snapchat Story last Thursday to ramp up buzz for the premiere of Captain America: Civil War, the latest superhero installment from film studio Marvel. Coca-Cola tapped Snapchat influencers Tristan Tales and CJ OperAmericano to narrate their viewpoints as they accompanied fans to Coke-hosted fan screenings around the United States, asked moviegoers to divulge their allegiance to Iron Man or Captain America and promoted Coca-Cola products.

?Coca-Cola choosing to raise brand awareness of its products by using influencers reporting live before the blockbuster movie premiere of Captain America: Civil War and asking fans which team they are on (Iron Man or Captain America) is such an impactful way to promote the brand to the millennials and younger generations and to the 100+ million Snapchat users,? said Marci Troutman, CEO of SiteMinis.

?Who doesn't love a Coke mixed with Marvel? This is just another way Coca-Cola shows off its commitment to digital.?

Marvelous mobile marketing
Coca-Cola?s Snapchat followers were privy to an extensive live Story last week, which kicked off with social influencer Tristan Tales introducing himself and informing viewers that he was in New York to accompany fans to an early screening of Captain America: Civil War. 

He then revealed that Coca-Cola was hosting fan screenings across the country, before deciding to find out which of his fellow filmgoers belonged to Team Iron Man, and which belonged to Team Captain America.

Mr. Tales approached several individuals in the movie theater and asked them to demonstrate their excitement for Coca-Cola?s pre-screening of the highly-anticipated blockbuster film. The fans cheered before revealing which superhero held their allegiance.

The first fan declared himself a member of Team Captain America, and struck a pose, with a cartoon image of Captain America?s patriotic shield superimposed over the photo. Another moviegoer, a supporter of Iron Man, was shown posing for a picture with a cartoon version of Tony Stark?s suit?s bionic arm covering her own.

Mr. Tales then told viewers that the film was about to begin, and that he was on his way to grab a popcorn and a Coke before heading into the theater. As he spoke, a picture of Coca-Cola?s special Marvel-themed cans was shown.

The cans, which are available for a limited time, display each of the Marvel Avengers, making them ideal collectible items for diehard enthusiasts.

Before ducking into the theater, Mr. Tales handed over his live reporting duties to CJ OperAmericano, who was stationed with fans in Los Angeles.

Ms. OperAmericano introduced herself and walked around the theater to interview other consumers about their team of choice. She held Coca-Cola?s Marvel-themed soda cans in her hand, and gave each fan a can corresponding to his or her favorite superhero.

Her last Snapchat was a selfie showing her smiling while clutching a bag of popcorn and a Coke fountain drink.

Connecting with millennials
Coca-Cola?s tactic of hiring social influencers and marketing via Snapchat underscores the brand?s dedication of connecting with younger consumers on their most frequented platforms. Individuals preparing to see Captain America: Civil War may now be inspired to purchase a Coca-Cola beverage at their theater?s concession stand to sweeten their movie-watching experience.

A growing number of film studios are also realizing the potential of mobile marketing and ramping up anticipation for their projects on applications such as Twitter and Snapchat.

Marvel Worldwide ramped up awareness for its plethora of blockbuster movies last summer with Twitter accounts based off its characters in an effort to connect more with fans (see story).

Reflecting the growing opportunities to reach millennials with super short native engagements on mobile, Warner Bros. showcased one of its recent films, Central Intelligence, on Snapchat in March with a quick teaser in the platform's Now This video news channel (see story).

Coca-Cola?s strategy could also prompt its competitors to sit up and take closer notice for their own future cross-promotional endeavors.

?Other food and beverage brands should pay attention to the strategy Coca-Cola uses to engage millennials and the younger generations, who are and will become their up-and-coming consumers,? Ms. Troutman said.