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The new Marvel superhero film Avengers Assemble has been promoted across the UK using a range of innovative signage campaigns, including a hand-painted JCDecaux billboard 'controlled' via Twitter.

Graffiti artist Alex Young painted the film's characters on a billboard in London's Old Street in the order decided by fans' votes, delivered via the microblogging site. Live footage from the site was streamed over the internet from April 18th to 21st, allowing viewers to see which two Avengers would assemble each day in real time.

Meanwhile, the film was advertised on Ocean Outdoor's full-motion digital screens in London, Birmingham, Liverpool and Manchester, and as a 2D special build on the company's sites at Battersea Power Station. The static creative included 3D lettering and 'new lighting effects', says Ocean Outdoor.

"Battersea Power Station provides a spectacular, moody canvas for the UK release of this landmark ensemble action picture," comments Richard Malton, Ocean Outdoor marketing director.

Avengers Assemble, released today (April 26th), stars Samuel L Jackson, Robert Downey Jr, Scarlett Johansson, Chris Evans, Mark Ruffalo, Chris Hemsworth and Jeremy Renner as Marvel's famous superheroes.