When the makers of GUINNESS® were considering how best to connect with cultural influencers, their marketing agency turned to Bonfire to help them craft the story, one consistent with the brand’s fabled dedication to the art of brewing. Through a first-in-category sponsorship of one of the most prestigious awards galas in comics, Bonfire orchestrated the brand’s salute to the “masters of their craft” and the growing community of adult fans that enjoy their work.
Lego, DK Publishing & Free Comic Book Day
As an annual event promoting reading and celebrating the fun of comics, FREE COMIC BOOK DAY had everything going for it – except a national sponsor! For 2013’s event, Bonfire delivered two – LEGO and DK PUBLISHING – helping broaden awareness of and increase participation in this spectacular start to the summer entertainment season. And through North American comic shops participating in our proprietary StoreCorps Retail Activation Network, sponsored costume contests and prize pack giveaways enabled these brands to maximize consumer engagements where they matter most – in local communities!
When the studio responsible for 300, Man of Steel and The Dark Knight Trilogy, wanted to launch its own graphic novel division, Bonfire was brought on board to ensure that Legendary’s first foray into original comic content wouldn’t also be its last. We developed the sales strategy and programming that supported the brand’s launch within comic shops and major booksellers throughout North America and the UK, resulting in sell-in at more than 20% over plan and the establishment of Legendary Comics as the authentic stuff of legends.
Falling Skies on TNT
Seeking to put the power of superfans to work in support of the Season 3 premiere of TNT’s hit sci-fi series, Falling Skies, Turner Broadcasting turned to Bonfire to ignite and intensify the passions of these actively engaged influentials. Advertising in the adult genre publications of Bonfire’s ComicsUnited Media Network and integrated among the geekosphere’s most frequented websites was enhanced with a StoreCorps initiative that delivered the show’s intrigue and action directly into the target’s innermost sanctums – their friendly neighborhood comic shops! Our “Assured Compliance” guarantee made certain that promotional posters were displayed and promotional shopping bags were distributed in-store throughout the weeks leading up to the premiere – and rewarded fast-acting fans with unavailable-anywhere-else replicas of the “rebellion bandanas” worn by the series stars.
iVerse Media, creators of some of the world’s most popular and widely used technologies for experiencing comics digitally, engaged Bonfire to help reposition their newly enhanced “Comics+” platform to better compete in an ever changing, ever challenging marketplace. First order of business was a major rebranding initiative, evolving their identity into a stronger, more robust “ComicsPlus.” Emphasizing the all-important word “plus,” the new look and attitude evoked exactly what users told us they wanted from the platform – more content, more features, more power and more versatility.
Comic Book Legal Defense Fund
Bonomo Turkish Taffy
Bonfire helped this beloved classic candy brand make a comeback and connect with comic consumers where they live – in their favorite comic shops! Our “Every Smack Gives Something Back!” program paved the way for Turkish Taffy to gain incremental distribution via this specialty channel through an ongoing charitable donation program that benefits the HERO Initiative, an organization dedicated to assisting comic book creators in times of need.
Robin Hood Foundation
Working on behalf of what Fortune has called “one of the most innovative and influential philanthropic organizations of our time” – one whose mission is to alleviate problems caused by poverty throughout the five boroughs of New York – Bonfire’s expertise both in pop culture and in working with some of the most important creative talents in comics were called into service to ignite the passions and open the pockets of the city’s legion of “venture philanthropists.”
Always one of the social calendar’s most prestigious events, Robin Hood’s annual fundraising gala – to be headlined by a performance from Lady Gaga – was repositioned as a gathering of “the forces of good.” Bonfire’s efforts were multifaceted and multimedia, beginning with development of the event logo, tagline and design of the benefit invitation…
…leading to the reimagining of the Robin Hood icon as a contemporary superhero…
…which was then incorporated into the design of a “benefit edition” comic book style program brochure…
…and extended to the event environment itself, where 7 original Bonfire-produced “motion comics” ran in simultaneous sync, each bringing to life a different aspect of Robin Hood’s mission – all culminating in a one-night fundraising total of more than $47 million.