• by Wayne Friedman , Yesterday

Flying headlong into the summer movie season, Amazon Ads is teaming up with Warner Bros.’ DC Studios’ “Superman” movie around a multiplatform campaign titled “Anyone Can Be Super.”

The focus for consumers and fans comes around the longtime iconic characters' essential positive qualities -- especially the “goodness and enduring belief in the hero in us all,” says Dana Nussbaum, executive vice president of worldwide marketing and consumer products liaison, Warner Bros. Pictures.

The campaign from Amazon Ads Brand Innovation Lab -- the creative and innovation arm of Amazon Ads -- will see messaging and activations stretching across Amazon platforms, including Prime Video advertising for the movie, a custom Brand Store page for the movie, and social media posts.

For Amazon’s gamer Twitch platform, there will be gaming streams where Twitch influencers will attempt Superman-inspired challenges during gameplay while sharing film content. These efforts will build messaging around the commonly used phrase that “small acts of kindness” make a heroic difference.

For example, users of Amazon smart home devices can ask: “Alexa, start the Superman theme” where daily inspiration messages are disclosed and “simple acts of kindness” is encouraged, voiced by some of the stars of the movie.

In addition, Amazon Prime members across the U.S. can purchase tickets on Fandango at amazon.com/superman for exclusive early screenings of “Superman” in select theaters on July 8 at 7 p.m. local time. This comes three days before the film’s nationwide release in theaters on July 11.

The campaign will also include spotlighting Superman’s dog pal Krypto with the Best Friends Animal Society, as well as honoring heroes and their families and communities through giveaways and partner activations.