To mark the release of Sony's The Amazing Spider-Man 2, Marvel and Tesco are partnering on a fully integrated retail campaign entitled 'Every Little Hero Helps'.
The campaign features original marketing content celebrating heroic behaviour in addition to offering fans The Amazing Spider-Man 2 branded products.
The “Every Little Hero Helps” campaign is supported by adverts on Disney XD and Disney Channel, as well as in-store marketing packs including standees, posters, cardboard masks, themed point-of-sale, dedicated bays and fixtures to display fashion and toys and printed bags-for-life.
Product ranges available in store include Hasbro and LEGO toys, rucksacks, stationery, lunchware, day and night fashion as well as children’s dress up outfits.
“Spider-Man is a character with universal appeal and as a result has become one of the most successful character properties worldwide, allowing us to create valuable campaigns and products that appeal to a broad audience,” says Mike Stagg, VP and general manager, retail, The Walt Disney Company UK.
“We are excited to work with Tesco to create an engaging and impactful retail campaign that will further strengthen consumer awareness and character loyalty across the broader Marvel portfolio.”
A Marvel-themed Tesco Direct online page has also launched, offering visitors direct access to purchase The Amazing Spider-Man 2 products including toys, stationery and DVDs. The site also offers fans the opportunity to play the ‘City Sweep’ online game.
The Amazing Spider-Man 2 channel within the TescoDiscover app has also launched and includes an augmented reality Oscorp Tower Attack game and photo opportunities in front of still from The Amazing Spider-Man 2.
“It’s great to be able to bring such a popular brand to our customers," said Rachel Wakley, Tesco’s head of licensing.
"We know Spider-Man appeals to all ages and being able to offer our customers a piece of action hero adventure in whichever way they choose to engage or shop, is really exciting.”