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The 'Whiplash Whopper': A Look at 'Iron Man 2's' $100M Marketing Blitz

Apr 19, 2010 | 2:29am EDT

Iron Man 2While Paramount and Marvel Entertainment’s Iron Man 2 doesn't hit theaters until May 7, a promotional blitz is already reaching consumers at virtually every imaginable touchpoint, says AdAge.

The trade today takes a look at the summer tentpole's marketing bonanza that's valued at more than $100 million and reports on who's getting what and how many brands are too many.

Blue-chip marketers such as Burger King (with an Iron Man 2-branded sandwich, the "Whiplash Whopper"), Audi (Tony Stark's vehicle of choice is the R8 Spyder convertible), 7-Eleven, LG Electronics, Hersheys and Dr. Pepper along with smaller brands like Royal Purple motor oil are attached to the marketing blitz -- but are they at risk of getting lost in the clutter?

"The key here is to get excitement about our brand to all of our partners," Dave Fleming, Dr. Pepper's director-brand marketing, told the trade. "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," he added.

The first Iron Man shattered estimates in 2008 with a $318.4 million take, and the sequel is listed at No. 2 on Rotten Tomatoes' list of most-anticipated films ahead this year.

See AdAge for a breakdown of each sponsor's partnership.

Meanwhile, in a related story, The New York Times examines the tie-ins set to come for Sex and the City 2, which debuts May 27.


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