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Subway begins Avengers promotion

Sandwich chain Subway Restaurants has begun a campaign in association with Marvel Studios tied to the upcoming release of the movie Avengers: Age of Ultron.  During the promotion, consumers at Subway locations will receive one of six collectable cards depicting characters from the film. The cards incorporate an augmented reality feature by which consumers can use a mobile device to view an online video about each character. The cards also allow consumers to enter an online contest. Three winners will receive a trip to New York, South Korea or Los Angeles. As part of the promotion, Subway will host a series of advanced screenings of the film nationally later this month.

The in-store materials are being accompanied by a national television and digital advertising campaign, which will run until May 31. The campaign was developed by KBS+, with digital components from MMB and media buying by Carat. The promotional component is being managed by Simon Pure Marketing. Public relations and social media activities are being conducted by Veritas Communications.

"Avengers: Age of Ultron is one of the most exciting collaborations we've had with Marvel Studios since our relationship began back in 2012," said Kathleen Bell, director of national marketing at Subway Restaurants Canada. "With so much hype and excitement around its upcoming release, we wanted to create a unique consumer promotion that engaged fans far beyond the in-store experience, which is why we're excited to offer the augmented reality collector cards and Avengers Sweepstakes."

Avengers: Age of Ultron will opens on May 1. Marvel Entertainment is a subsidiary of The Walt Disney Company.

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