September is already “National Childhood Cancer Awareness Month,” “National Food Safety Awareness Month,” and “National Honey Month” (among others, according to Wikipedia). Get ready for it also to be the month of the X-Men, Avengers, Spider-Man and many, many more.
Disney Consumer Products and Marvel have teamed up on a multiplatform month-long effort, “Marvel Super Hero September,” to celebrate Marvel’s 75-year history and its bevy of familiar characters.
“The reason for ‘Marvel Super Hero September’ is to celebrate the Marvel brand and shine a spotlight on characters outside of the high-profile film windows that already get the fan-base and consumers excited,” a Disney Consumer Products representative tells Marketing Daily. “The key message [is] about celebrating the super hero in all of us and finding fun ways to showcase our own greatest heroes.”
The effort will include retail partnerships, licensing, advertising and online activations that will encourage the public to “Power Up Like a Marvel Super Hero,” via a national photo sweepstakes and month-long promotions, special offers and in-store events.
At the center of the effort is a new, dedicated online portal, MarvelSuperHeroSeptember.com, as a centralized place for online content and activities. The company will also re-launch its marvelkids.com site for more content.
In-store activations include promotions at retailers such as Target, Kmart and Party City. Marvel will also have a significant presence at Walmart’s “Retailtainment Day” on Sept. 20 and Disney Store locations across the U.S. will host weekly events, such as workshops teaching people how to draw Captain America’s shield or Spider-Man’s mast.
Marvel Super Hero September will be supported through print and online advertising in ESPN The Magazine and on ESPNMagazine.com during the first two weeks of September.
“ESPN is seen as the worldwide leader in sports, just as Marvel is seen as the global authority on super heroes,” the representative says. “The work ethic and active lifestyles of today’s premier athletes directly aligns with Marvel’s interests in healthy living and active lifestyles for children.”