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Coldwell Banker Real Estate, a U.S. real estate franchise with offices in over 43 countries, teamed up with 20th Century Fox, and managed to pull of one of the most genuine marketing campaigns of 2016. The real estate giant listed the X-Mansion, a fictional mansion featured in the upcoming summer movie, X-Men: Apocalypse. While this property may not be real, this film-themed effort enabled Coldwell Banker to discuss lifestyle aspects of real estate and make an emotional connection with consumers.
The X-Mansion, listed for over $75 million, is highlighted on Coldwell Banker’s homepage, and featured as the brand’s “Home of the Week” property. Professor Xavier’s School for Gifted Youngsters, the infamous home of the X-Men, has its own property page, with all the details and amenities the mansion includes. The mock-listing also allows enthusiasts to browse photos and view videos, and read an in-depth description of the iconic landmark. Coldwell also showcased the mansion and its grounds in a video which features Brand Engagement Manager Victoria Keichinger.
The 77,000-square-foot single-family estate, built in the mid-1700s, is located at the fictional 1407 Graymalkin Lane, Salem Center, NY 10560 address, supposedly 40 miles outside of N
ew York, and features 24+ bedrooms and baths and 5+ garages. According to the listing, property amenities include fireplaces, Olympic sized pool, gourmet kitchen, attic greenhouse, basketball court and a luxury health spa. More ‘sophisticated’ features include a private jet hangar, a word class medical bay and treatment facility and a state of the art training facility. The mansion is also equipped with top-of-the-line security and in-home technology systems.
Chief Marketing Officer Sean Blankenship of Coldwell Banker Real Estate LLC stated: “Over the last several years, one of our core marketing strategies has been to develop meaningful relationships with new audiences that allow us to showcase the emotional and lifestyle benefits of home and extend our reach beyond traditional real estate advertising. Through this exciting partnership, we are able to tell another awesome story about the meaning of home and transform the way real estate brands are reaching consumers today.”
Even though this campaign involves a blockbuster film, it’s consistent with the tone and approach the brand has established in its marketing partnerships over the last few years, including partnerships with Major League Baseball stars and Adopt-a-Pet.com.
With this integrated marketing campaign, Coldwell Banker Real Estate also promoted itself and took the standard marketing partnership with 20th Century Fox to the next level. X-Men: Apocalypse is scheduled to hit theaters in May 27, and according to the real estate company’s website, the marketing campaign will go on until early-mid June.
Coldwell Banker worked with Siltanen & Partners, the firm’s agency of record, on the creative aspects of the campaign, while CooperKatz handled PR duties. The marketing budged has not being specified.
Movie goers have already gotten used to the film industry utilizing interesting and creative ways to market a particular film, for example, Audi also launched a commercial for Captain America: Civil War, while Turkish Airlines promoted Batman v Superman: Dawn of Justice earlier this year, in the same manor.
