From Pizza Boxes to Motorcycles: Marvel Reveals $200 Million in 'Civil War' Brand Partnerships
Marvel has announced the brand partners for its global Captain America: Civil War campaign with a roster that rivals the lineup of Avengers characters.
Coca-Cola, Google, Samsung, Wrigley and Harley-Davidson are joining previously announced partnerships with Audi, Synchrony Financial, Pizza Hut, Kellogg's, Pop Secret, Mouser Electronics and Vivo.
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All in all, more than 100 worldwide partners have created their own Civil War product tie-ins, offering more than $200 million in global promotion for the film, Marvel said.
"We're proud to stand united with these incredible partners," said Mindy Hamilton, senior vp global partnerships at Marvel. "It's been a joy to work with each partner to find the common ground between our properties, and we hope that the resulting campaigns excite fans around the world as they gear up for release day."
As a part of their tie-in campaign, Audi has premiered a commercial directed by Civil War helmers Joe and Anthony Russo that features unreleased scenes from the movie. Harley-Davidson produced customized motorcycles — the Street 750 and Iron 883 — that were used in production and were later present on the red (and blue) carpet at the film's world premiere in Los Angeles.
Fans will join the Civil War while snacking.
Pizza Hut has debuted collectible boxes that allow people to share their allegiance to either Cap or Iron Man with their pizza orders, while cereal and potato chip lovers can look for an exclusive VR experience that will accompany their purchase of participating Kellogg's, Pringle and Keebler products.
Limited-edition Pop Secret popcorn bags feature printed comic panels with Avengers characters.
Ahead of the film's release, there will be a large digital push with campaign told across Google, YouTube and Twitter, which will culminate in a massive online vote: Team Captain America vs. Team Iron Man. The marketing effort has also lined up the smartphone brand Vivo for a blitz across China and Thailand that includes TV, print, digital and out-of-home advertising.
Captain America: Civil War hits theaters May 6.
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