Dive Brief:
- ZipRecruiter has partnered with Marvel Studios and its forthcoming release, “Ant-Man and The Wasp: Quantumania,” for a co-branded campaign that promotes the employment platform’s 1-Click Apply feature and matching technology, according to a press release.
- Key to the effort is a commercial demonstrating how a fictitious engineer used ZipRecruiter to land her dream job working alongside Ant-Man. The ad will be shown across linear TV, connected TV (CTV), digital and social media and includes 30-second, 15-second and six-second formats.
- The campaign sees the brand adding a positive spin to its services during a difficult macroeconomic environment and is joined by other brands that have teamed up with Marvel for the upcoming release, including Heineken.
Dive Insight:
ZipRecruiter’s tie-up with Marvel arrives during a turbulent economy that has seen a swarm of mass layoffs, meaning that the platform’s services could be in high demand. A playful campaign riffing on Ant-Man may prove valuable for increasing consumer sentiment during the typically otherwise daunting job-search experience.
Heavily intertwined with lingo from Ant-Man films, ZipRecruiter’s commercial stars an engineer at the fictitious Pym Van Dyne Foundation who shares her experience landing her dream job alongside Ant-Man and The Wasp due in part to the employment marketplace’s quick-apply features. The engineer is in disbelief that something could be accomplished in just a click before being humbled by Ant-Man’s ability to shrink at the blink of an eye.
The spot was developed and produced internally with support from Marvel Studios Partnerships and Chromista Productions and is joined by a co-branded landing page where consumers can search for jobs. Partnering with Marvel could prove valuable to ZipRecruiter in driving awareness for its services — “Ant-Man and The Wasp: Quantumania” is projected to earn anywhere from $96 million to $131 million domestically in its opening weekend Feb. 17, per box office estimates.
Others have joined the excitement for the new release, including Heineken, which enlisted Ant-Man actor Paul Rudd to promote the brand’s alcohol-free beverage in a 15-second commercial. That effort also includes in-store promotions and sweepstakes. Another recent Marvel release, “Black Panther: Wakanda Forever,” had attracted major advertisers including Mastercard, Sprite and Lexus to create on-brand campaigns.
ZipRecruiter’s latest effort is riding the momentum of a successful period for the business, which saw quarterly revenue rise 7% year-over-year to $227 million, according to a third quarter earnings statement. The company will share its Q4 earnings on Feb. 21.
