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

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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.

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