Doctor Strange: The Multiverse of Madness is a Disney Marvel film that explores the concept of the multiverse theory. This theory, which is a part of theoretical physics, posits that there are an infinite number of universes with every possible (and impossible) scenario played out within its own set of laws of physics.
Disney’s goal for the marketing campaign was not to make people aware of the movie’s release, as Doctor Strange already had a dedicated audience, but rather to convince them to watch it in theaters instead of waiting for a pirated version to become available. To achieve this, we decided to create confusion by releasing fake spoilers and fake news about the movie through various channels, including meme accounts, Reddit threads, social media, and Marvel’s own accounts.
By releasing this fake information, they were able to confuse the audience and create a chain reaction through the use of influencers and meme accounts. The twist came when Disney apologized for the “leak” and revealed that the spoilers were not fake, but rather from a different universe within the multiverse.
In collaboration with Achos!
