What happens when a $300 million blockbuster clashes with the most dangerous marketing villain?
Not even the Justice League can save your campaigns now!
The Grand Plan: Zack Snyder’s Vision for DC
With the strategy and foresight of a seasoned marketer, Zack Snyder mapped out the DC Extended Universe (DCEU) to compete with Marvel.
He crafted long-term storylines that would resonate deeply with fans, setting DC apart with a darker, more intense approach.
But then, something marketers know all too well happened…
Early Results Campaign Panic.
The Panic Button: When Executives Lose Faith
Warner Bros. saw Marvel’s massive success and wanted to replicate it—fast. But here’s the problem:
Marvel and DC audiences want different things.
- Marvel is vibrant, whimsical, and humorous.
- DC is dark, gritty, and intense.
Yet, despite this, Warner Bros. panicked when Batman v Superman underperformed at the box office.
And when panic creeps in, marketing mistakes follow.
Marvel and DC might seem like they share the same audience, but fans of one don’t necessarily want what the other delivers.
The Crisis: A Campaign Hijacked
Snyder was deep into post-production on Justice League when Warner Bros. brought in Joss Whedon—director of The Avengers—to rewrite and reshoot major portions of the film.
The result?
- 80 pages rewritten
- 90% of Snyder’s original footage scrapped
- A rushed, disjointed final product
The movie flopped. Fans hated it. They called it rushed, uninspired, and a poor imitation of Marvel.
And when you force a campaign to be something it’s not…it fails.
The Power of a Loyal Audience
Here’s where it gets interesting.
Fans knew Snyder’s original vision existed. They launched a grassroots marketing movement:
- #ReleaseTheSnyderCut trended worldwide.
- Fans bought billboards, bus stop ads, even a Times Square ad targeting Warner Bros. execs.
- The campaign exploded during COVID-19 lockdowns, giving it unprecedented momentum.
The pressure worked.
Warner Bros. caved, greenlighting $70 million to complete Snyder’s version.
Actors even returned for reshoots—waiving their fees.
The final result?
A four-hour film that finally did the fans…Justice.
5 Key Marketing Lessons from the Snyder Cut
So what if Warner Bros. had trusted the process instead of panicking?
Lesson 1: Get Leadership Buy-In Early
If you don’t align leadership upfront, panic creeps in. Make sure key stakeholders are on board before launching a major campaign.
Lesson 2: Protect the Core Vision
Once a strategy is established, stick to it.
Your brand and strategy exist for a reason—don’t let early results shake your confidence.
Warning: this isn’t to say you can’t shift tactics or optimize along the way.
Lesson 3: Understand Your Audience Before Copying Competitors
It’s easy to assume that your top competitor’s audience is also your audience.
DC thought Marvel’s formula would work for them. But DC fans weren’t looking for Marvel-style humor and lighthearted storytelling. They valued intensity, complexity, and darker themes.
By shifting toward Marvel’s tone, Warner Bros. alienated their core audience while failing to attract Marvel fans.
The same principle applies to marketing. Before trying to replicate a competitor’s approach, ask:
- Does their audience truly overlap with ours (think psychographics, not just demographics)?
- Does their strategy align with our brand’s strengths?
- Are we trying to capture the same intent, or does our audience have different motivations?
Instead of chasing what’s working for someone else, lean into what makes your brand distinct.
Lesson 4: Avoid Shiny Object Syndrome
New trends and ideas are tempting, but chasing what’s trending can dilute your brand. Stay focused.
Lesson 5: Own Your Mistakes & Fix Them
Warner Bros. messed up. But they listened, adjusted, and ultimately delivered the product their audience wanted.
Sometimes, you just have to release your Snyder Cut.
Have You Ever Faced “Early Results Campaign Panic”?
Have you ever had a campaign that didn’t perform as expected early on? Did leadership step in and change the direction too soon?
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