Uniqlo & Captain
America Promotion

  • Uniqlo

An exclusive launch promotion celebrating Marvel’s latest film

Project Objectives



Captain America: Civil War promotion

UNIQLO planned to launch their exclusive Marvel 'UT' t-shirt range in the 311 Oxford St store to coincide with the release of Captain America: Civil War. They wanted to build excitement and generate customer engagement by running an exciting competition using redemption codes; linking a digital experience with in-store activation.

Graphite was delighted to be involved, creating a Marvel-themed competition portal using our new campaign platform Prize Media. The promotion encouraged users to sign up for a unique Team ID which they could take to the UNIQLO store on launch night, and discover what they had won. The platform took care of all the codes and the win-selection so everyone could focus on the event going off with a bang.

Provided Services

Ca I Pad Portrait
60% of online registrants opted-in for future comms
Desktop Marvel Small
Iron Man
Mobile Marvel
Captain America Full 2

The Concept

In one of the biggest blockbusters of 2016; 'Civil War' sees the team of dynamic superheroes turn in on themselves over hero accountability, creating two warring sides: one headed by the egoistically charismatic Iron Man, the other by the conventionally moralistic Captain America. 

In collaboration with UNIQLO’s UT range, Marvel produced a collection of exciting, limited edition retail products for fans to snap up and UNIQLO asked their customers: whose side are you on? Fans had to choose which team to pledge allegiance to, Iron Man or the Cap before receiving their corresponding themed ID email.

300 Marvel fans queued outside the store before the 6pm kick off
Ca Mobile 2

The Experience

Redemption happened as people entered store, only after they reached the front of a colossal queue! They found out if they’d been lucky on the door before being sent downstairs to the Avengers themed basement. Downstairs, the venue was full of excited fans dressed in red and blue, queuing up to have their face painted, and to be drawn by an exclusive Marvel illustrator. It was great to see many of the people who won on their redemptions go on to buy Marvel t-shirts and sport them with pride.

Customers were given goodie bags full of stickers, comics, keyrings and much more. The two top prize winners battled it out in a Marvel quiz surrounded by friends and family cheering on Team Stark or Team Captain. Blissfully, the overall winner was a Marvel mega fan, and jumped for joy when she realised she’d be the one on the plane to San Francisco to Comic-Con with a friend.

Ipad Redemption