Audi has joined forces with Disney to launch an integrated campaign to promote the release of Marvel’s “Iron Man 3”, which is due to hit cinemas in the UK on 25 April. The promotional campaign is set to further build excitement about the highly anticipated film release. This is the first time Marvel and Audi have activated their global promotional relationship in the UK.
The promotional campaign kicks off with TV spots running from 17 April, followed by Audi being the topline sponsor for the UK Special Screening with Cast on 18 April, featuring the R8 e-tron on the red carpet. Activity in the UK will also include Audi, a sponsor for Chelsea FC, running the Audi/ Marvel’s “Iron Man 3” TV spot at Stamford Bridge during four football games during the campaign.
A CRM campaign will also give Audi customers the chance to attend one of 35 special preview screenings around in the UK before the film is released nationwide.
Car fans will also be able see a fully branded A5on display at the action-packed DTM (German Touring Car Championship) event at Brands Hatch on 18 and 19 May, during which the pit crew will also be kitted out in Iron Man suits.
Product placement has continuously supported the film franchise, including placement of its Audi R8, R8 Spyder, A8, S5, and Q7 models. The product placement in Marvel’s “Iron Man 3” showcases Audi cutting edge technology and sleek design with the Audi R8 e-tron driven by Tony Stark.
The deal was developed by Disneymedia+, the integrated ad sales, promotions and marketing solutions arm of Disney, UK and Ireland, and Audi.
Barnaby Rothwell, Director, Promotions, Disneymedia+ EMEA said: “As a slick, stylish and adrenalin-fuelled brand, Audi is a great choice for us to work with alongside the UK release of Marvel’s Iron Man 3. The exciting action packed nature of the film and the Audi brand are both reflected in the campaign’s activity and we believe fanswill enjoy these promotional offerings.”
Head of Brand Partnerships, Florian Zitzlsperger of Audi AG, commented: “The Audi R8 is the perfect car for Iron Man super hero and ingenious inventor, Tony Stark. His drive for innovation represents the constant quest for progress, which is a hallmark of the VorsprungdurchTechnik philosophy.The all-electric R8-etron sports car prototype is just one of many Audi cars featured in Marvel’s ‘Iron Man 3’.”
In Marvel’s“Iron Man 3”Robert Downey Jr. will reprise his role as Tony Stark, the title character in the film, whose Super Hero alter ego Iron Man is the result of an extremely versatile and resilient high-tech armour suit. Stark,the technically-adept billionaire,can be seen in the film behind the wheel of the all electric R8 e-tron sports car prototype. Oscar® winner Gwyneth Paltrow also returns asPepper Potts, CEO of Stark Industries and girlfriend of Tony Stark, who drives an Audi S7 Sportback.