Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


By Published on .

Marketers: DC Comics, New York, and Action Performance Cos., Phoenix.

Effort: "Superman Racing."

Agency: in-house.

Twist: To expand its reach into new venues and audiences, DC Comics formed a partnership with motorsports marketing powerhouse Action Performance Cos. for a wide-ranging integrated promotion putting Superman in a race car for the first time in history. In nine different motorsports events this year, one vehicle will be Superman-themed for the day, starting with Jeff Gordon's Nascar appearance May 22 at Charlotte Motor Speedway. An array of "Superman Racing" merchandise accompanies the effort, including an exclusive T-shirt sold starting May 21 at Kmart Corp; the shirt is polybagged with a free custom "Superman Meets the Motorsports Champions" comic.

Vital statistics: The Superman effort will be backed by features on cable's The Nashville Network and on QVC, which hosts a special "Superman Racing" segment May 21. Kmart offers support in two national newspaper inserts appearing May 17 and May 23. The effort also is supported online via (www.goracing.com) and

Most Popular
In this article: