Warner Bros. has joined forces with Hendrick Motorsports to unveil new Batman v Superman: Dawn of Justice paint schemes for leading drivers Dale Earnhardt Jr. and Jimmie Johnson.
Batman will be represented on Earnhardt’s No. 88 Nationwide Batman Chevrolet SS and Superman will star on Johnson’s No. 48 Lowe’s Superman Chevrolet SS when the teammates square off at the March 20th race in Fontana, California.
The Batman v Superman: Dawn of Justice pain schemes were co-developed by Warner Bros. Consumer Products and Hendrick Motorsports in celebration of the cinematic release of the movie this March.
In partnership with Nationwide and Lowes, the brand campaign will also see the launch of a Batman v Superman: dawn of Justice at-track activations for fans of all ages during the California race weekend. In addition to giveaways and themed activities, select costumes from the film will be on display.
Licensed merchandise featuring the Batman v Superman: Dawn of Justice paint schemes for the Nos. 48 and 88 cars will be available at participating retailers and online beginning January 22nd.
“Hendricks Motorsports is the ultimate team in racing, with championship-caliber drivers and a proven track record of success, and we are thrilled to continue working with them to build out innovative activations that pair their drivers with the world’s most recognised Super Heroes,” said Dave Hedrick, senior vice president, global promotions, branded foods, studio licensing, Warner Bros Consumer Products.
“Fans of Dale Earnhardt Jr. and Jimmie Johnson will love seeing their heroes face off as they take on the personas of DC Comics’ legendary characters from Batman v Superman: Dawn of Justice.”
On March 24th – the eve of the release of Batman v Superman: Dawn of Justice, Lowe’s stores across the US will host a free Superman-themed Build and Grow clinic, where families can build a wooden replica of Johnson’s Superman race car.
The new deal is an extension of a partnership drawn up in 2014 in which Hendrick Motorsports pairs its star drivers Kasey Kahne, Chase Elliot, Johnson and Earnhardt with the most recognised characters in DC Comics’ Super Hero lore. Partners have the chance to align with Warner Bros Consumer Products and DC Comics-inspired releases.
“Delivering more value to our relationships is something we think about every single day,” said Patrick Perkins, Hendrick Motorsports’ vice president of marketing.
“The ability to bring together tremendous partners like Lowe’s and Nationwide and align them with arguably the year’s biggest action adventure film is an extraordinary opportunity.
“It creates ways to excite and entertain our current fans, reach new audiences and build special programmes around everything from licensed merchandise to sweepstakes.
“When we began working with DC Entertainment, this is exactly the type of programme we all envisioned, and we’re proud to be involved.”