If you've ever waited for a special package to arrive, you know the excitement Gillette's new Avenger Razors created when the company sent select fans and influencers a silver briefcase that couldn't be opened until April 9th.
Drawing influence from Avengers: Age of Ultron, Gillette developed concept razors based on classic Marvel superheroes. Gillette then packaged the Avengers razors in locked silver briefcases and sent them to lucky fans. However, the lock code wasn't made available until the unveiling date of April 9th. That date also marked a live press conference in Boston featuring Stan Lee, the creator of Marvel, which was live streamed to invited audiences to add an online element to the physical promotional efforts mailed out weeks earlier. To further this online/offline promotional integration, the limited edition Avengers razors are available to win via Gillette's social media channels.