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

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.

 

 

 

More Film

  • Nicholas Hoult Current War

    Film News Roundup: Shooting Wraps on Nicholas Hoult's 'Tolkien' Biopic

    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, […]

  • Disney-Fox Deal Casts Future of Fox

    Disney-Fox Deal Casts Future of Fox Studio Lot Into Doubt

    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, […]

  • Loveless Movie Wild Bunch

    Oscars: Nine Films Advance in Foreign-Language Race

    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, […]

  • Andy Muschietti

    'It' Director Andy Muschietti Eyed for 'Electric State' From Russo Brothers

    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, […]

  • Could Fox Acquisition Finally Make Disney

    Could Fox Acquisition Finally Make Disney an Awards Power Player?

    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, […]

  • 'Beyond Skyline' Review

    Film Review: 'Beyond Skyline'

    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, […]

  • Kiernan Shipka

    Kiernan Shipka's Horror Movie 'The Silence' Sells to Global Road for U.S.

    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, […]

More From Our Brands

Access exclusive content