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'Iron Man 2' Piles On Promo Partners
April 19, 2010—Iron Man 2 is already a hit with promotional partners, as top partners from the 2008 original film continue and newcomers piled on. Advertising Age wonders if the Paramount Pictures release of a Marvel Entertainment film can suffer from too much of a good thing.
Tie in partners don’t think so.
“’The key here is to get excitement about our brand to all of our partners,’ Dave Fleming, Dr Pepper’s director-brand marketing, who referring to retailers and bottlers, says in an Advertising Age article. ‘And to be able to do a promotional spot where a Dr. Pepper machine is being made in Tony Stark's lab is really one of a kind.’”
The soft drink marketer Dr Pepper is a first time partner in the sequel, joining returning Burger King, Audi, 7-Eleven, LG electronics, Land O’Frost lunch meats and Royal Purple Those and others create “a marketing bonanza valued at more than $100 million in media buys, retail tie-ins and giveaways,” says the Ad Age article by Andrew Hampp.
Perhaps most noticeable is Audi. “Audi will support the integration with a monthlong broadcast and cable ad buy, as well as tie-in ads in cinemas and on Fandango.com and Movies.com leading up to the film's release,” says Ad Age. “Since using the first film as a launch vehicle for the R8 sports car, Audi has publicly pointed to the movie tie-in as a direct contributor to the vehicle's success.
Newcomers besides Dr Pepper include software companies Oracle and Symantec. The 2008 original was a surprise mega-blockbuster with $318.4 million in domestic boxoffice. The PG-13 sequel is scheduled for May 7 release.
The Ad Age story adds Iron Man 2 has 11 major promotional partners, versus eight or nine for a Spider-Man film, which is another Marvel comic translated to movies.
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