Audi of America has partnered with Paramount Pictures and Marvel Entertainment on a campaign promoting its cars and the motion picture Iron Man 2, which hits theaters May 7. The “Tony Stark Challenge” push includes a contest, e-mail, user-generated content, banner and in-theater ads, social media and television spots.
Various agencies worked on the initiative, which launched April 27. Factory Design Labs created the microsite and online ads, while RTC Relationship Marketing is running the CRM components and M80 is managing social media elements.
Inspired by Tony Stark, the film’s protagonist inventor, the campaign encourages consumers to submit two-minute videos that showcase their ideas for improved living through technology.
“The partnership for Iron Man 2 celebrates our shared focus on innovation, and the ‘Tony Stark Innovation Challenge’ allows anyone with a great idea to not just express it, but potentially make a true difference within their industry,” said Scott Keogh, CMO of Audi of America, via e-mail.
Consumers can submit videos to the campaign’s website, where they are encouraged to also share them through Facebook, Twitter and MySpace or via e-mail. Entrants must share their e-mail and mailing addresses to enter the contest. Audi will use this information to remarket to consumers, sending them news and invitations to Audi events.
Consumers can vote for their favorite videos online. A winner and various runners up will win prizes including $15,000 to produce the submitted idea or a trip to the Audi Design Center in Santa Monica, CA. Audi will announce the winner the week of June 28.
Banner ads supporting the contest will run on Fandango.com and Movies.com. TV and in-theater ads will also run beginning next month. Audi is also sponsoring the re-launch of Marvel.com, which will include a digital comic book featuring Audi’s R8 Spyder, the car Stark drives throughout the film.
“The film franchise is the perfect vehicle to display our automotive advancements,” said Keogh.