Dr Pepper Kicks-Off Thor Tie-in Campaign

Dr Pepper announced full details of its Thor tie-in campaign today. Here’s the press release:

Combining superpowers with Marvel Studios, Dr Pepper today announced its sponsorship of "Thor," the highly anticipated feature film, with the launch of its Quest for the Can consumer promotion. Beginning March 31, Dr Pepper fans across the country can unleash the power of Thor and win the ultimate Super Hero powers of flight, speed and strength by locating one of the limited-edition Dr Pepper Hammer cans or caps and entering the winning code at DrPepper.com.  

"Dr Pepper is thrilled to extend its partnership with Marvel and give our fans the chance to become part of the ‘Thor’ adventure," said Dave Fleming, director of marketing for Dr Pepper. "Our fans have expressed a thirst for superpowered experiences that go above and beyond, which is exactly what we’re giving them through the Dr Pepper Quest for the Can promotion."

With the power of flight, Dr Pepper fans can rule the skies during a ride in an authentic fighter jet. With the power of speed, fans can shatter the 200 mph barrier during a ride in a supercar. With the power of strength, fans receive personal training sessions that can turn their body into the same Super Hero shape of "Thor" star Chris Hemsworth.

Every code found on collectible Dr Pepper Hammer cans and caps is a winner – by registering with their code on DrPepper.com, Dr Pepper fans will also receive a free one-month subscription to Marvel Digital Comics. While only a few lucky fans will win the ultimate Super Hero experience, Dr Pepper fans also have the chance to win additional prizes such as 3-D televisions, airline gift cards, premium movie tickets or a year’s supply of Dr Pepper.

To promote the Dr Pepper Quest for the Can, Stan Lee, the co-creator of "Thor" will make cameo appearances in new Dr Pepper television advertising. With Lee as a knowing onlooker, the new commercial shows an unsuspecting Dr Pepper fan assisted accidentally by Thor at obtaining a limited edition Dr Pepper Hammer Can. Created by Deutsch LA, the commercial begins airing on April 18.

The movie partnership also includes limited-edition Dr Pepper cans featuring "Thor" characters. For more information, to request free codes or to redeem codes found on specially marked Dr Pepper products, visit DrPepper.com. No purchase necessary. Requests for free codes must be received by and promotion ends 6/30/11. Codes must be redeemed by July 31, 2011. Subject to full Official Rules. "Thor" opens nationwide on May 6, 2011.

You can check out more details at the official site, where you’ll also find images of the collectible cans.