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Consumer Products

Avengers Assemble: Marvel expands brand with superhero month

Think you've got what it takes to be Captain America or Thor? Disney Consumer Products and Marvel launch planned annual promo Super Hero September to help fans tap their inner Avenger.
September 3, 2014

Think you’ve got what it takes to be Captain America or Thor? A new marketing campaign from Disney Consumer Products and Marvel wants fans to dial into their inner superhero.

DCP and Marvel announced today the debut of the multi-platform campaign, meant to expand the presence of the Marvel brand.

Marvel Super Hero September is being rolled out as a national promo that showcases what being a superhero really means. Set to be an annual promotion, the hero campaign will feature an extensive push across a number of platforms, including marketing, retail, merchandising, online and broadcast.

The digital hub for the month-long campaign is the new online portal MarvelSuperHeroSeptember.com. The site will house superhero content and activities, including a national photo sweepstakes contest. Marvel will also be re-launching Marvelkids.com to provide more superhero content to fans.

For the inaugural campaign, Marvel has lined up a slate of retailers, including Walmart, Target, Kmart, Payless, Amazon and the Disney Store, which will run promos and in-store events. The retailers will be supported by a merchandising program led by Hasbro.

Beyond traditional ad avenues, Hasbro has developed an in-theater campaign for its newest products, including Spider-Man and Captain America role play items. Super Hero September will take to the airwaves on Disney XD, through a national broadcast campaign for the launch of Marvel’s Ultimate Spider-Man Web-Warriors and the season two premiere of Marvel’s Avengers Assemble animated series.

This is DCP’s latest push for the Marvel brand. The House of Mouse’s CP division unveiled last month a back-to-school line featuring Marvel products.

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