Posts tagged promotional rings from DC Comics
The epic battle between Marvel Comics and DC Comics has ensued for years, but comic book lovers have rarely picked a side – until now. The competing comic companies have branded some of our favorite characters and inspired generations of readers to embrace the comic tradition. Tuesday new release anyone? However, as time goes on, the battles have become bloodier, and judging by Marvels latest promotion, you can see how.
In Novermber, 2009 DC Comics launched their Blackest Night promotion that gave comic book distributors free promotional rings with certain bulk orders of specified comics. The Comix Connection featured the Blackest Night rings in a blog with the sick photograph above. They saw a major boost in sales, dominating 8 of the top 10 spots for the top 25 grossing comics of November. Marvel comics made a presence on the list, filling 14 of its spots. While the Darkest Night promotion helped drew DC Comics to the top, Marvels standings still showed that comic fans were loyal to both DC and Marvel.
Comic books lovers have been embracing both Marvel and DC Comics since their existence, but after witnessing Marvels rebuttal to the Darkest Night promo, some are swearing off Marvel altogether.
In January a press release was sent from Marvel stating, “Retailers – for every 50 stripped covers of the following comics sent to Marvel, you will qualify to receive one FREE Siege #3 Deadpool Variant.” The “following comics” included:
Adventure Comics #4
Booster Gold #26
Doom Patrol #4
Justice League Of America #39
The first sentence of the press release engaged readers with a thoughtful incentive, “In an effort to provide assistance to comic retailers in 2010, Marvel is offering retailers an opportunity to turn unsold comics into an extremely rare Siege #3 Deadpool Variant!” However, considering that all of the listed comics were published by DC Comics (NOT Marvel), this “opportunity” came off as more of a backhanded scheme. In that way, it was an “opportunity” to help sabotage DC Comics.
This method of madness for boosting their own sales and destroying competing DC Comic products didn’t go unnoticed. Of the almost 200 comments on the Comic Book Resources blog post, most shared their disgust with Marvels cheap tricks. A parade of bad press followed the promotion throughout February, provoking Marvels newly promoted Vice President and Executive Editor Tom Brevoort to strike back. He didn’t hide behind a mask but he sure did whip his cape with furry in his Marvel Blog.
Brevoort even struck back at neigh-sayers with sarcasm on twitter. The tweet, “Turns out nobody has any extra copies of those ring books…” accompanied the above photograph of over 300 DC comic covers. While their ultimate success still hasn’t been calculated, the failure has been seen on blog comments everywhere. One commenter on Comic Book Resources wrote, “Marvel is SCUM!!! I am dropping all of my Marvel books and I am never buying another book published by Marvel. This includes my beloved X-Men.” While Marvel attempted to “help out” retailers, they lost the respect of many consumers. They lost respect of many fans.
The Marvel promotion is now over and soon we will see the results. In the meantime, DC Comics continues to toss out the promotions. Now with the purchase of The Flash #1 and Green Lantern #53 comics, customers will receive one of the two new Brightest Day promotional rings. Purchase the comics and enjoy the collectors Brightest Day rings by visiting here or visit a comic store near you after the April release date. These Brightest Day rings are an example of smart branding, something that Marvel may want to re-evaluate.
However, unlike the new sex robot Roxxxy, Megans body will not be re-positionable. Her legless bust may make it into some people’s beds, but it won’t be performing any acrobatics. In fact, Megan Fox’s bust was created purely for display purposes. Her upcoming film, comic come to life, Jonah Hex, has created busts of her in character as Leila and Josh Brolin in character as Jonah Hex.
The elaborate promotional items were revealed at the New York Toy Fair last week and created a buzz. Comics Alliance is showcasing photographs of the gun-totting prostitute Leila and scared face Jonah and hopes they help create a great buzz about the new flick. It hits theaters June 18th but you can give Jonah an
d Leila a test ride before its release with either of these out-of-the-box promotions.
Last year, DC Comics ran a Blackest Night promotion to increase sales of new copies and thank loyal buyers. For specified orders placed, a bag of plastic rings would be sent to the store that made the purchase. It was then up to each cashier to distribute a ring with certain purchases. The promotion was successful and DC Comics decided to go at it again.
This time around, the sun has come up and it’s a Brightest Day promotion to look out for. The ring tossing goes as follows: Retailers who buy 10 copies of The Flash #1 can order the Flash Promotional Rings. Those who purchase 10 copies of Green Lantern #53 can then order the Green Lantern Promotional Rings.
Die hard comic fans will want to buy these new editions regardless of the cool incentives, but receiving a promotional ring will certainly be the highlight of their purchase. New fans will feel welcomed into the DC Comics family when they receive the rings and old fans will keep them safe as a valued collector’s item.
I’m pretty pumped to see a major player like DC Comics utilizing promotional products. Their savvy salesmanship is likely to be just as successful as their first ring promotion was. Creator of both, The Flash and Green Lantern, Geoff Johns, said “One of the many great Flash Facts about DC Comics is that they actually do support the retailers with promotions like this that not only make our whole business a bit more fun, but also bring the promotion to every single reader. Of course, the proof is in the content and I couldn’t be prouder of the work Francis Manapul and I are doing on THE FLASH and Doug Mahnke and I are creating on GREEN LANTERN. Thanks to everyone, retailers and readers, for an amazing 2009 and here’s to an even better 2010!”
Sounds like 2010 is off to a great start for DC Comics so far, thanks to some smart marketing with promotional items.