Avengers battle it out in mX

The Avengers will slowly take over the mX this week.

The Avengers will slowly take over the mX this week.

Superheroes will fight for control of News Corp Australia’s commuter daily mX as part of an in-house campaign to promote the latest Avengers film.

The Herald and Weekly Times projection

The Herald and Weekly Times projection

The ads, promoting the Marvel film “Avengers: Age of Ultron”, have been running for the past seven weeks. The characters have become more and more prominent over that time until the culmination of the campaign on Thursday, when they take over the paper.

Sections of the free daily will be hosted by Avengers characters Hulk, Thor and Iron Man, as well as “breaking news” stories featuring Avengers characters. They worked with Sydney-based Marvel artist David Yardin to design Thursday’s cover.

The newspaper ads were joined by a “Hulk-sized print, outdoor and social campaign” to promote the movie, which includes a projection of 15 images of the film onto the side of the Herald and Weekly Times building in Melbourne at 6.30 each evening this week.

The Herald and Weekly Times projection

The Herald and Weekly Times projection

The Avengers-themed editions are being handed out by teams wearing promotional T-shirts this week. As part of the promotion temporary Avengers tattoos will be handed out to 5000 readers in Sydney, Melbourne and Brisbane.

Marvel’s brief to the mX team was “Avengers domination”, mX publisher Tamara Oppen said.

“Marvels’ Avengers are the perfect match for mX and we were excited when called upon to answer this challenging brief.

“The campaign that we’ve created in partnership with Marvel is innovative and leverages the combined firepower of mX’s digital, print and outdoor channels to great effect,” she said.

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