My eager anticipation of Iron Man 2 did not leave me disappointed for, yes, a very over the top blockbuster. The multi multi multi million dollar movie had it all from a star studded line up to the outrageous computer graphics and most importantly (for a marketer that is) integrated product placement. Martin Lindstrom wrote about product placement in his book Buyology and nowhere is this more evident than in Iron Man 2. Advertising Age notes, it’s a $100 million “marketing bonanza.”
The list of brands is mammoth with the leader of the pack:
arguably a product placement master, returns with more vigor and a whole lot more sleek. Oh… and if you do not dig the R8 Spyder then try their microsite (impressive!!!)…not to mention the ad.
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Burger King returns post it’s debut in 2008 to feature an “Iron Man 2″-branded sandwich, the “Whiplash Whopper,” and eight film-related toys — four for boys and four for girls. A series of TV ads targeted separately toward adults and kids will be rolled out as well, in addition to a heavy online presence at ClubBk.com.
then there’s
7-Eleven (US Style, not as we know them here folks) has a swagger of it’s own with a a full intergrated marketing campaign. Several marketing firsts on Marvel’s behalf, including its first movie tie-in TV ad to promote its custom ”Iron Man” straws, Big Gulp cups and other merchandise, as well as a Live Like a Billionaire Sweepstakes for slurpee.com. The initiative will be supported with radio and web ads as well as a presence on 7-Eleven’s in-store TV network.
Dr Pepper joins the party with a three-month ad and retail campaign that includes 14 collectible cans and a series of TV ads featuring “Iron Man” creator Stan Lee.
Life’s certainly good for LG and similar to 7-Eleven, LG take it a step further by leveraging the movie’s sequel message — “bigger and better.” with LG TV’s “Something Better” brand-marketing campaign. The LG campaign also includes TV advertising, in-store placement retail circular ads and a retail incentive programs, as well as digital and mobile ads starting. LG Mobile, meanwhile, will give away a limited edition “Iron Man 2″ comic book with LG handset purchases at select retailers.
Other brands worth a mention: The software company Oracle, Royal Purple motor oil (very specialised but well placed given the racing references), Symantec - marketer of Norton AntiVirus, will help consumers “eliminate online evils” with its Norton 2010 line of AntiVirus and Internet Security products, and the list goes on folks…
With out a doubt “bigger and better.”
Cheers,
