The deal, which was brokered by BD-NTWK, launched nationwide at the beginning of the month to tie in with the release later this month of 'Superman Returns', which stars Brandon Routh, Kevin Spacey and Kate Bosworth.
Orange customers will be invited to upgrade their phones in return for targeted Superman DVDs, video clips, screensavers, wallpapers, ring tones, free game demos and text messages featuring the strapline, 'take a hero home.'
The campaign, co-ordinated by BD-NTWK, will see Superman images incorporated into Orange's branding, including a Superman logo and paraphernalia for handsets.
Point-of-sale displays will feature in Orange shops nationwide and other retail outlets across Europe, containing information on how to access the offers.
Deborah Murphy, associate editor at BD-NTWK, said: "Orange is well known for its association with the world of film and cinema, which includes its longstanding Orange Wednesday promotion.
"Last year saw an extremely successful tie-up with must-see movie of the year 'Star Wars: Episode III.' 'Superman Returns is set to be a massive hit and it's been an exciting challenge for the agency to bring some of the Superman theatre to stores both in the UK and throughout Europe."
The deal marks the first time BD-NTWK has been involved with the development of Orange's pan-European marketing promotions.
'Superman Returns' is released in the UK on July 14.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .