Audi pushes Iron Man 3 product placement deal

Audi is launching a raft of marketing activity to support its sponsorship of upcoming Marvel release Iron Man 3.

Audi partners with Disney for Iron Man 3 release.
Audi partners with Disney/Marvel for Iron Man 3 release.

In the film billionaire inventor Tony Stark, who is Iron Man played by Robert Downey Jr, drives an Audi R8 e-tron, the marques first all-electric sports car prototype. His assistant Pepper Potts (Gwyneth Paltrow) drives and Audi S7.

A host of other Audi models also feature in the film as part of the product placement deal.

The car brand is running a TV ad campaign to promote its partnership with the Disney/Marvel film.

As part of the CRM activity for the partnership, Audi customers will have an opportunity to attend preview screenings of the film, which is released on 25 April in the UK.

Audi is also the sponsor of the film’s official premiere on 18 April where the Audi R8 e-tron will be on the red carpet.

Audi will host a number of promotional events at Chelsea FC’s ground Stamford Bridge. The car marque is the club’s official car partner.

Iron Man 3 branding will have a presence alongside Audi at driving events in the UK at Brands Hatch, where pit crew will be dressed as Iron Man.

Florian Zitzlsperger, head of brand partnerships at Audi AG, says: “The Audi R8 is the perfect car for Iron Man super hero and ingenious inventor, Tony Stark. His drive for innovation represents the constant quest for progress, which is a hallmark of the VorsprungdurchTechnik philosophy.”

The deal was brokered by Disneymedia+.

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