The release of the Avengers: Infinity War movie was one of the most anticipated events of 2018. Post & DISNEY/MARVEL teamed up for a blockbuster partnership providing us with the opportunity to create a powerful consumer promotion. Post cereal boxes featured a gift with purchase and an action-packed creative takeover, each with their own Avengers: Infinity War character lineup.
We drove heroic sales for Post with collectible Avengers: Infinity War socks that were designed exclusively for them. With a total of 6 styles that were available in child and adult sizes, each unique design featured a different Avengers character. Consumers were eligible to redeem their pair by entering two unique PINs found inside specially-marked boxes of Post cereals.
We used a variety of digital platforms to raise awareness of the promotion, including emails, social media and a microsite. The entire campaign was a resounding success with all socks redeemed in the first 8 weeks of its rollout!