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.