Disney’s multisector credentials helped Black Panther globally orchestrate a 360° marketing campaign. 360° marketing involves the simultaneous and controlled release of marketing messages on traditional and new media platforms as well as ‘below the line’ marketing strategies. 

Indeed, Marvel’s high-profile position enabled them to cultivate a slow-burn marketing strategy - seeding advertisements for the film in cinema and online as early as 2010. 

Disney’s conglomerate status also facilitated a $37 million spend on television advertising in America alone, whilst Black Panther’s sophisticated online campaign used transmedia storytelling to give viewers additional information regarding the imaginary country of Wakanda. Disney’s connections to other sector big players also granted access to events like the San Diego Comic Con convention where high profile stars gave exclusive appearances.

Black Panther also affected connections with a previously hard-to-reach black audience through its carefully orchestrated grassroots marketing campaign that linked the movie with a number of black friendly charity events.