Black Panther: Wakanda Forever Partnership

The Challenge

Showcase Mastercard’s empowerment of Black women-owned small business entrepreneurs by amplifying their voices and providing them with funding, tools, and resources through a connection with landmark cultural film franchise.


Guests Hosted At Advanced Screenings


Earned Media Impressions


In Grants Provided To Black Women-Owned Small Businesses

The solution

R&CPMK led strategic partnership negotiations with Marvel Studios on the release of the highly anticipated sequel film, Black Panther Wakanda Forever, and leveraged the IP to create a fully integrated and innovative TV and digital campaign. The campaign focused on highlighting black women small business owners as real-life superheroes. Campaign elements included a custom ad campaign, extensive media/social flight, an ambassador partnership with a key cast member, and a curated influencer program – all of which was supported through immersive in-person activations including the official global premiere and advanced screenings.

The impact

The brands support of small businesses made headlines and coverage included key messages, earning 573.4MM+ in earned impressions. On the ground activations thoroughly engaged consumers with the campaign and experiences were amplified by influencers and celebrities. Most importantly – the campaign drove impact for small business owners!