Gillette has partnered with Warner Bros. Pictures’ Justice League in a marketing campaign that spans a free mobile virtual reality game, Justice League VR: Join the League – Gillette Edition, a location-based VR experience at IMAX Centres that will come to high-end consoles and PCs as a retail game in December.

The promotion, which also involves a YouTube social campaign, features exclusive shaving products for men and women alongside DC superheroes from the November 17 theatrical release of Justice League starring Ben Affleck as Batman, Henry Cavill as Superman, Gal Gadot as Wonder Woman, Raymond Fisher as Cyborg, Jason Momoa as Aquaman and Ezra Miller as The Flash.

Gillette changed its tag line from, “The Best a Man Can Get” to “The Best a Super Hero Can Get,” as it brings DC characters like Batman, Superman, Cyborg, Aquaman, The Flash and Wonder Woman into its Advanced Grooming Studies labs, which is the focal point of the video spot.

https://www.youtube.com/watch?v=_AZCHtwCLPs

“This video not only gives fans a behind-the-scenes look at what that world may look like, but also serves as a catalyst for us to ask influencers and fans globally to submit their own theory on what Gillette’s R&D teams should be considering when creating this next generation of razor technology,” Barbara Diecker, communications manager of Gillette North America, told AListDaily. “We know comic book fans especially will have strong opinions here, and we look forward to hearing them.”

Gillette also has six limited edition Justice League licensed gift packs at retail, ranging from $10 to $15, including Mach3, Sensor3, Fusion5, ProGlide 2-in-1 Shave Gel, Hydrator Body Wash and Gillette Clear Gel antiperspirant deodorant branded products. Wonder Woman opens up a female marketing target for the company through its Venus Swirl brand.

Gillette, which targeted esports fans at the Intel Extreme Masters Finals in Katowice, Poland earlier this year, has worked with developer Warner Bros. on a new mobile VR game for Apple and Android devices. This demo version of the December retail game features 90 seconds of gameplay for each of the Justice League characters. Players can drive the new Batmobile, take on a giant sea creature as Aquaman and destroy enemy drones as Cyborg.

Diecker said this VR game has allowed the brand to work with Warner Bros. to create immersive simulations of a day in the life of a superhero.

“With these VR elements, fans can also see the types of extremities that superheroes must face on a daily basis,” Diecker said.

Both Gillette and Warner Bros. are promoting this VR game across their social channels and influencers. Gillette is using its Twitter account to further enhance the VR experience this fall.

Warner Bros. previewed the HTC Vive version of Justice League VR: Join the League at New York Comic Con earlier this month. In December, the VR experience comes home with an expanded Justice League Virtual Reality: The Complete Experience. This paid version of the game will support controllers, spatial tracking and room scale tracking, depending on the platform. It will ship for Vive, Oculus Rift, Samsung Gear VR, Google DayDream and Sony PlayStation VR.

An IMAX VR: Justice League Experience will also be out and playable at IMAX VR Centres beginning on November 17. IMAX will get a two-week exclusive on the game before the home versions are released.

Gillette products will not be featured in the theatrical film. The VR games and online video offer alternate avenues for the brand to connect with DC Comics fans and gamers.