The rocket ride continues

Financial products and services are boring. That’s why marketers use tactics like talking lizards to capture consumers attention, hoping to use humor and distraction to make an indirect brand value connection.

Quicken Loans has pioneered a unique combination of tactics to market financial service to millennials via its Rocket Mortgage offshoot. The strategy:

  • Remove the complexity
  • Make it mobile and simple to use
  • Associate the brand with something fast and explosive
  • Activate the brand by embedding it in high energy, high profile events

Rocket Mortgage’s latest brand alignment adventure involves the next installment of Marvel’s Avenger series: Avengers, Infinity Wars. The company has already released a co-branded video ad, and when the movie comes out this spring, look for a Rocket Mortgage product placement nestled in the explosive opening scenes. 

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