Working with Omaze, Genuine Entertainment provided content strategy, media planning, and marketing support in the design and promotion of Marvel’s fundraising campaign. Genuine also facilitated vital promotional partnerships in support of the campaign, most notably Marvel Comics and a wildly popular fan art competition hosted by Tumblr – a first of its kind between Omaze and Tumblr.
With Genuine’s help, the integrated media strategy ultimately delivered over three times its projected views and earnings, earning over 1M+ video views, over 100M+ impressions, and nearly seven figures in donations benefiting the non-profit GEANCO and their work to provide healthcare and education services to save and transform lives in Nigeria. Meanwhile, the winner of the Omaze campaign enjoyed a once-in-a-lifetime experience, flying out to Los Angeles to join Cumberbatch himself for a private afternoon tea session before attending the most anticipated movie premiere of the year — Avengers: Infinity War — as his special guest.