Kmart teams with Universal, Marvel for 'Hulk' promotion

Retail chain Kmart announced a partnership with Universal Pictures and Marvel Entertainment for a multichannel marketing promotion supporting the June 13 release of the Edward Norton-led film The Incredible Hulk. In addition to an "Incredible Dad" promotion timed to coincide with Father's Day, Kmart will launch a text-to-win sweepstakes promising trips to the Universal Studios Orlando theme park as well as gift cards and Incredible Hulk merchandise. Alongside traditional media advertising efforts, Kmart will also embrace the mobile platform to deliver promotional messages, ringtones and wallpapers.

For more on Kmart's Incredible Hulk campaign:
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