The business of brands tying up with films to co-market both properties, is getting bigger and bigger. Many brands that have experiemented with this in the past have reported great results. For example, Audi used Iron Man to launch the R8 car, and credit at least some of the car’s success to the Iron Man effect.
Here is a quick run down of the brands who have jumped onto Iron Man 2… possibly a new world record 🙂
Involvement: Tony Stark will drive the R8 Spyder. Other Audi cars will be seen thoughout the film.
Co-marketing: Tv ads, digital ads.
Brand: BURGER KING
Involvement: In the first film he ordered a burger king burger, not sure about the sequal.
Co-marketing: Iron Man 2 burger, 8 toys, tv ads aimed seperately at kids and adults.
Co-marketing: tv, radio and web ads, iron man straws and cups, ‘Live like a billionaire’ competition. Branded cookies.
Brand: LAND O’FROST (sandwich meats)
Co-marketing: Tv ads, print ads (family circle etc), Iron Man sweepstakes, product packaging, in-store merchandising.
Brand: DR PEPPER
Co-marketing: Tv ads, 14 branded colectable cans
Brand: LG ELECTRONICS
Co-marketing: tv ads, instore merchandising, retail incentives program, digital and mobile ads, free comic book with phone perchases.
Co-marketing: competition to win a role in upcoming film, branded packaging,
Co-marketing: Outdoor and print ads, WSJ Ipad ap,
Brand: ROYAL PURPLE (motor oil)
Involvement: sponsor of Stark car racing in the film
Co-marketing: TV, retail, and POS ads. Racing/street marketing team at real events, branded packaging.
Brand: SYMANTEC (norton antivirus)
Co-marketing: onine, print, scial media ads, competition, custom comic book, in-store merchandising.
Co-marketing: special edition of Only the Brave fragrance.
Brand: SONY MUSIC (ACDC from film soundtrack)
Co-marketing: special edition of ACDC cd/dvd with book, stickers and extra footage.
Co-marketing: Branded clothing line.
Whew…. exhausting 🙂
All this plus the video game, of course