Wayne, N.J. -
said Wednesday it has launched a new promotional program tied to showcasing all-new graphic novel content from Dark Horse Comics' top properties and creators.
Called the DH:HD (Dark Horse: High-Def) program, the multi-platform campaign, which kicks off today, is a collaboration between Dark Horse, USA Today and Toshiba.
The first portion features an exclusive look at bestselling author Janet Evanovich's first graphic novel, "Troublemaker," in USA Today.
The newspaper and Toshiba will maintain momentum by continuing to showcase Dark Horse comic content online, in print and at the Comic-Con International trade show in San Diego and New York Comic Con.
In October, Dark Horse will roll out a series of stories created exclusively for the program. To encourage consumer engagement, social-media elements will be integrated throughout the campaign.
Toshiba will use DH:HD to increase brand awareness and to highlight Toshiba's UX600 LED HDTV series.
The UX600 sets include NET TV capabilities to provide access to a variety of online applications through the TV.
"This truly exciting campaign will help Toshiba build a connection with a passionate group of consumers eager to experience fresh content in innovative ways," said Maria Repole, Toshiba corporate communications VP.