Brandweek is gearing up to be a hub for marketing innovation and problem-solving, featuring C-suite leaders from renowned brands who will keynote sessions, lead workshops, and attend networking events. The event is set for September 23–26 in Phoenix, Arizona.
In other news, Xbox has teamed up with Marvel Entertainment’s Deadpool for a new wireless controller launch, coinciding with the release of Deadpool and Wolverine on July 26.
The new Cheeky Controller, inspired by Deadpool’s distinctive traits, underscores Ryan Reynolds’ character as a standout in the Marvel Cinematic Universe. This partnership is expected to generate ample buzz, giving Hugh Jackman’s Wolverine more reasons to snarl in viral marketing campaigns.
However, fans won’t be able to purchase this exclusive item in stores or online. The Cheeky Controller is exclusively available through a global sweepstakes on Xbox Wire. Participants need to follow Xbox’s X account, repost the official sweepstakes post, and wait until August 11 to see if they’ve won.
Besides the Cheeky Controller, Xbox is offering other character-specific hardware, including a Series X console designed with Deadpool’s red-and-black theme and foam replicas of his iconic katana blades, Bea and Arthur.
Starting July 22, the first 1,000 fans who visit the Microsoft Store to purchase an Elite Controller Series 2 Core will receive an exclusive Deadpool Controller Holder from EXG Pro.
The Xbox campaign is part of Disney and Marvel’s extensive marketing push for the upcoming Deadpool and Wolverine movie. This collaboration aims to revitalize the Marvel Cinematic Universe following lukewarm reactions to recent films.
Set six years after Deadpool 2, the new movie sees Wade Wilson navigating the Marvel timeline and encountering Wolverine along with other beloved characters. This is the only major MCU film releasing in theaters this year, with the next installment, Captain America: Brave New World, scheduled for February 14, 2025.
Xbox will also feature prominently at the movie’s premiere on July 22 in New York City, streaming live interviews and coverage on its Twitch channel. Expect to see plenty of Deadpool and Wolverine-themed merchandise, including those notorious popcorn buckets.