Merchandising and Content Marketing

Invincible Season Three Merch Drop

Situation

Situation: The third season of Invincible was one of the most anticipated shows of 2025 and was on its way to reclaiming its spot as the #1 show on Amazon Prime. As the official store of all Invincible products, I was tasked with putting together a merchandising program that provided fans with exclusive merchandise with culturally relevant designs and a cohesive brand journey down the sales funnel.

Objectives:

Create exclusive merchandise with limited-edition drops while also providing evergreen products also connected to the Invincible brand.
Craft and execute an omnichannel content marketing strategy to define the purpose and objectives of each platform.
Create an Invincible website and editorial strategy to drive sales, loyalty membership signups, and exclusive sneak peeks of episodes.
Drive signups to Skybound’s loyalty program.

Strategy:

Work with a freelance designer to create shirt designs that are exclusive to each episode of season three.
Execute limited-edition drops of each episode’s designs to establish exclusivity and urgency to buy.
Create InvincibleHQ.com to provide Invincible fans a new online destination for merchandise, loyalty program rewards, and exclusive sneak peeks of future episodes.
Utilize SMS program, the Global Defense Agency hotline, to drive fans to the Skybound Store and Invincible HQ.com.
Execute weekly social campaigns that leverage high-performing content to drive Invincible fans to the Skybound store.
Distribute weekly newsletter sends to drive traffic and sales to both InvincibleHQ.com and the Skybound Store.

Shirt Designs

Episode 1: Cold Gym

How do superheroes get gains? Is leg day even necessary if you can fly? Whatever your max bench is, Invincible’s is more. He’s shoulder-pressing a freaking iceberg. This limited-edition shirt is a major flex.
Episode 2: The White Room

In a room absent of everything, lines will be drawn. Cecil’s secrets kept in the White Room will have Invincible seeing – and spilling – lots of red.
Episode 3: Like Father, Like Son

Don’t let the costume fool you. There’s nothing “kid” about Kid Omni-Man. The strength of Invincible plus a total disregard for preserving life. That’s not terrifying at all. Oliver’s normally purple, why is he all red in this shirt? Oh.
Episode 4: Battle Beast

BATTLE BEAST CARES NOT OF COTTON-POLY BLENDS OR SIZE VARIETIES. HIS ONLY CONCERN IS BLOOD SOAKED RAAAAAGE! This limited-edition exclusive is metal as hell. (Cue fireworks-spewing electric guitar solo.
Episode 5: Dragon

If it took Invincible getting thrown around and savagely beaten by a powerful, ancient mystical dragon to get this coolest-karate-dojo-ever Invincible dragon logo colorway, then it was TOTALLY WORTH IT! Grab this one-of-a-kind exclusive before it vanishes.
Episode 6: Power Plex

The iconic comic cover shot gets the limited-edition, merch drop exclusive treatment. We’re not going to say anything about the design being electrifying. Promise.
Episode 7: The Invincible War!

Earth’s greatest hero becomes its biggest enemies. This monumental event is captured in super clean designs of eight of the alterna-Invincibles hovering side-by-side, ready to unleash destruction on a world they each want to claim as their own. A minimalist limited-edition shirt depicting agents of maximum carnage.
Episode 8: Conquest!

This season’s finale is a doozy. Here’s the limited-edition shirt to match. The most epic fight on an epic T-shirt.

Tactics

Updated Collection and Carousel Assets for Store

Update homepage carousel, collection and product imagery with updated episodic graphics for each merch drop.
Prioritize Invincible shirts, comics and collector’s items on all storefront sections and categories.
Utilize countdown banner to give consumers a sense of urgency for each merch drop.
Email Sends

Send personalized emails to both loyalty members and subscribers that drive to Skybound Store and InvincibleHQ.com.
Segmentation based on opens, purchase and loyalty program membership.
Social Media: End Card Inclusion

Feature end card during weekend video content focused on the weekly episode.

Check Out Example Here
InvincibleHQ.com

Create new landing page for Invincible that serves as hub for all merchandising, loyalty program tactics and show marketing collateral.
Work with external partners including Ubisoft to deliver rewards for Invincible fans who visit site.

Visit the HQ!
Social Media: Episode Premiere Asset

Image post across all social channels debuting merch drop designs driving to Skybound store.

See Example Here
GDA Hotline (SMS Marketing)

Send two SMS pushes weekly to give subscribers first-look access to all merch designs, episodic sneak peaks and rewards.
All messages convey in-world communication from Cecil Stedman, head of the Global Defense Agency.
Social Media: Dedicated Video

Video posted across all channels dedicated to the merch drop.

See Example Here