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Stark Contrast: Iron Man 3's Audi Deal Complicates Product Placement

Posted by Abe Sauer on March 12, 2013 10:31 AM

"Whenever Stark hangs up his suit, the technically-adept billionaire can be seen in the film behind the wheel of the all-electric R8 e-tron sports car prototype," reads the Audi press release announcing the brand's partnership with the upcoming Iron Man 3.

Iron Man's alter ego, Tony Stark, was last seen driving an Acura NSX roadster in 2012's The Avengers. In Iron Man (2008) and Iron Man 2 (2010), Stark drove Audi R8s. A spokesman at Acura's parent company, Honda, told Bloomberg that its role as the official vehicle of SHIELD (and the brand's relationship with Marvel) remain "unchanged."

"This is a strategic collaboration for us," said Loren Angelo, a marketing executive with Audi of America. "Similar to the position of the R8 as an innovation leader, Iron Man's character consistently evolved throughout the trilogy as he masterminds new trends."

In addition to swapping Stark's Acura for an Audi S7 in the third installment, Audi's Iron Man 3 deal will go beyond the R8 e-tron.Continue reading...

Audi R8: From Iron Man 2 to Showrooms

Posted by Shirley Brady on July 26, 2010 10:00 AM

After making its big screen debut in Iron Man 2, Audi's R8 Spyder 5.2 quattro V10 is going from the red carpet and Playstation consoles to car dealers in the U.S. Estimated cost: a cool $170,000, including taxes.


Iron Man 2 Product Placement: Bite at the Apple

Posted by Abe Sauer on May 10, 2010 07:15 PM

As everyone expected, Iron Man 2 dominated at the domestic box office this weekend and, also as expected, it brought the product placements. Over 50 of them, from Rolls Royce to Everlast to LG and Dick's. See the whole list and analysis at Brandcameo.

But first, we're faced with a dilemma involving Apple's non-placement. An extended scene in Iron Man 2 features the late artist DJ AM. Except, the Apple Macbook and its glowing logo that DJ AM was so well known for using appeared in the film covered, creatively, with an Iron Man head logo.

Despite Iron Man 2's producers going to lengths to obscure the Apple logo, should it still be considered an Apple product placement in the movie? We're going with yes, as the white notebook is instantly recognizable and as much a part of the Apple brand as its logo.

week in review

Top Stories of the Week

Posted by Shirley Brady on May 7, 2010 07:26 PM

brand bites

Friday Brand Bites

Posted by Abe Sauer on May 7, 2010 05:01 PM

Bits and bobs that caught our attention this week:

* Still think making consumers laugh is the way to connect? UK retailer John Lewis disagrees (above).

* Is that a Mini Coupe-r?

* T-Shirts for font snobs.

* "Luke, I'm your brand extension."Continue reading...

brand news

Starbucks Double Promo; Lexus SUV Gets Green Light

Posted by Shirley Brady on May 7, 2010 08:00 AM

Starbucks kicks off two campaigns, for Via instant coffee and retooled Frappucino line (above).

Lexus SUV "don't buy" rating by Consumer Reports has been lifted.

BP hopes to have oil spill contained by Monday, seeks shared responsibility.

J&J investigation into children's medicine begins in US; reviews global branding for baby products.Continue reading...


Iron Man 2's Marketing Tie-In Bonanza

Posted by Abe Sauer on May 4, 2010 10:15 AM

Iron Man 2 opens in America this Thursday at midnight. While we will have the full product placement rundown next Monday at Brandcameo, let's take a moment to review the film's larger promotional brand tie-ins. As Ad Age notes, it's a $100 million "marketing bonanza."

Brand: Audi
Tie-in: As can be seen in the commercial above, Audi's R8 is back for the Iron Man sequel as Tony Stark's sweet ride.
Grade 1-10: 9.2
Judge's comments: The product placement master has spiffed up its profile for the sequel with the convertible Spyder model and a spectacular microsite.

Brand: Royal Purple
Tie-in: A motor oil brand tie-in might seem obtuse. But with Iron Man 2's extended racing scene and Stark Motor Racing sub-plot, this placement makes perfect sense.
Grade 1-10: 7.0
Judge's comments: Extra credit to the brand for going the distance with a microsite and comic book tie-in.Continue reading...

brand news

Headline Roundup: Brand Competition

Posted by Sara Zucker on April 14, 2010 07:54 AM

WePad is the iPad's most recent opposition. [Boston Herald]

McDonald's breakfast loses customers to Subway. [CNN Money]

Corona sets its sights on Hispanic drinkers. [Brandweek]

'Iron Man 2' campaigns now include Stan Lee. [BrandFreak]

Abercrombie wants employees to stay on the ground. [WSJ]

Candie's reveals unretouched Britney Spears ads. [NY Mag]Continue reading...

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