Reese's digital contest promotes Paramount's 'Iron Man 2'

Share this content:

Hershey's Reese's Peanut Butter Cups brand has partnered with Paramount Pictures and Marvel Entertainment to promote Iron Man 2, which opens May 7, with an integrated campaign. The companies began the push April 12.

The “Part Chocolate. Part Peanut Butter. All Hero.” campaign includes digital marketing, social media, in-store signage and TV to promote a sweepstakes. Consumers can win the chance to play a walk-on role in a future Marvel film.

The promotion encourages consumers to look inside specially marked King Size Reese's packages for a winning message. It also urges them to visit for more information on the film and creating their own screen test through photo uploads.

Playing on the fact that the Iron Man character was once a boy genius from the Massachusetts Institute of Technology, Reese's is hosting an online challenge with MIT students. The digital marketing competition will feature two teams of three MIT Masters students – team chocolate versus team peanut butter – competing to drive the most fans to These initiatives will be promoted on Facebook, Twitter and YouTube.

The grand prize winner will receive a walk-on role in a future Marvel film. A first runner up will win a trip for two to visit a Marvel film set, and one second runner up will win a trip to a Marvel film premiere. One hundred third-runners-up will receive a Sega Iron Man 2 video game.

Representatives from Hershey's and Paramount did not return calls seeking comment.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above