‘Avengers: Age of Ultron’ Promotions Invade Target (EXCLUSIVE)

Most Anticipated Movies of 2015
Image courtesy of Disney

With the May 1 release of Marvel-Disney’s “Avengers: Age of Ultron” only two weeks away, dozens of promotional programs are kicking into high gear.

Products and promo campaigns tied to “Age of Ultron” and the superhero team — Iron Man, Captain America, Thor, the Hulk, Black Widow and Hawkeye — are ramping up at Audi, Samsung, Dr Pepper, Kellogg’s, Gillette, Subway, Harley-Davidson, Doritos, Gogurt, Visa, Nesquik and the 1,800-store Target retail chain.

Target is selling 150 “Avengers” products, including 20 that are exclusive to the chain, including a voice-changer mask. Stores will have a giant Hulk on display — with eyes that follow shoppers.

“We are aiming these for fans, but as much for parents as kids,” noted Rick Gomez, senior VP of marketing. “We pride ourselves on doing original rather than cookie-cutter products.”

It’s a familiar path for Target, which has annual revenues of over $70 billion and has racked up more than 100 licensing partnerships, including with “Star Wars,” Hello Kitty, Marvel and “Frozen.”

For “Age of Ultron,” Target will start running a humorous broadcast spot on April 26 that pits 12-inch Avengers action figures against their newest enemy, Ultron, in a parking lot confrontation centered on a Target shopping cart.

And to further amplify the broadcast story, Target is utilizing Vine, Instagram, Twitter and Facebook to tell a comprehensive narrative, starting with a quintet of videos on Vine on Monday and concluding with a sequel on Instagram.

“We’ve done a lot of campaigns,mbut this one is very different for us,” Gomez said. “It reflects very much the way that people consume media. This is the first time that we’ve had a cross-channel narrative — and we think it positions us as culturally relevant.”

Watch the Avengers TV spot below.




Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 9

Leave a Reply


Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. Benjamin Parker says:

    This information is inaccurate: “Acura, Wyndham hotels, Land O’Frost lunchmeats, Farmers Insurance, Hershey.”

  2. Jillian says:

    Where’s Black Widow? I hope the franchise will have enough products of her so little girls everywhere can have a female hero to look up to and admire too. Also still waiting for a Black Widow movie :(

  3. bookybunny says:

    And yet again, no sight of Hawkeye and Black Widow. Sorry women and Deaf people that want representation.

  4. Levi says:

    Is this in Australia

  5. Josh says:

    no one cares about black widow or hawkeye they are just there as fillers boring characters. Ironman Hulk Cap are the only one’s that matter. Without them you don’t have anything but some barely known character trying to be cool.

    • Lilli says:

      You’re not speaking for everyone, you know. I actually was a huge fan of the Hawkeye comics growing up and I think Renner is a perfect actor for it. I’m also a fan of Widow and Thor, so yeah, the “no one cares” line is entirely inaccurate.

  6. Daniels says:

    What kind of bugs me is when they show the merchandise, they NEVER show Black Widow. It’s Iron Man, Captain America and Hulk (sometimes Thor is in it too). Do these people realize there are women who watched these superhero films as well?

    • Katie says:

      You said exactly what I was thinking. That is why I don’t buy avengers merchandise. Black widow is my favorite avenger, yet she is on none of the merchandise. They only reason they don’t have black widow on the merchandise is because they seem to be under the delusion that only boys like marvel movies and that boys would not want to wear merchandise with a girl on it. That’s sexist.

More Film News from Variety