Masterfoods has signed a deal to harness the power of The Hulk, the movie predicted to be this summer's blockbuster, for its Chocollect confectionery cross-brand promotion.
The deal gives the confectionery giant the right to use images of the green monster for four weeks both online and in promotional material. The film is out next month.
The website will adopt a green livery and a Hulk theme. Hulk logos, ringtones, games and themed prize packages are up for grabs, as well as tickets to the premiere. Chocollect is also being advertised on the Big Brother website throughout the reality TV show's 10-week lifespan.
Eviction party tickets and items from the house will be given away on Chocollect's own site and there will be an instant-win draw for tickets to the final night party.
Launched in April, Chocollect involves consumers texting to win prizes and collecting reward points. Backed by TV and online ads, it runs across the Mars, Twix, Maltesers, Snickers and Bounty brands until the end of November.