Media Duties in Play for Movies, Theme Parks, Consumer Products and Disney Channel
NEW YORK (AdAge.com) -- The Walt Disney Co. has begun a review for media planning and buying duties on its movies, theme parks and parts of its consumer products and Disney Channel businesses, duties that have been handled by Publicis Groupe's Starcom since 2001. This is the first time the account has been up for review since then.
Several agencies received a request for proposals this week, a Disney spokesman confirmed. "We periodically review and evaluate these contracts and our options in the marketplace," he said. "It's not all that uncommon."
Starcom referred calls to the client.
Disney was No. 7 on Ad Age's 100 Leading National Advertisers report with more than $2 billion in U.S. ad spending. Disney spent $399 million on measured media for Walt Disney Pictures in 2009, $48 million on Miramax movies and $176 million on its video division, which includes Disney, Pixar and Miramax, according to Kantar Media. The company also spent $124 million on measured media for its parks and resorts division.
In April, Walt Disney Pictures named M.T. Carney, formerly a partner at Naked Communications' U.S. operations, its top marketer. Disney Studio Chairman Rich Ross had said earlier that he was looking outside of Hollywood for a new marketing leader, one with an ability to shake things up at Disney while helping the company establish a stronger position in digital. Since the media review encompasses more than just the studio division, Ms. Carney is only one of several key executives leading the new agency search.
In September of 2009 the company dropped $4 billion to acquire Marvel and its huge cast of characters. The acquisition immediately impacted Marvel's publishing and consumer products divisions, and beginning in 2012 the company will start releasing its theatrical tentpoles like "The Avengers" and "Iron Man 3" under the Disney banner, ending a multi-year pact with Paramount Pictures.
Starcom had been showing lots of momentum lately. Last month the agency won Darden Restaurants' Red Lobster, Olive Garden and Longhorn Steakhouse media accounts, totaling nearly $300 million, and later that week Best Buy consolidated its nearly $300 million media planning and buying account with the agency. And in mid-November Harley Davidson selected Starcom as its new media agency of record.
As Partners Flock to Summer Blockbuster, Ad Age Looks at Who's Getting What -- and How Many Brands Are Too Many...
Paramount and Marvel Entertainment's "Iron Man 2" doesn't hit theaters until May 7, but a promotional blitz that kicked off earlier this month has been keeping the summer blockbuster top-of-mind among consumers at virtually every imaginable touchpoint. Blue-chip marketers such as Burger King and Dr Pepper as well as smaller brands like Royal Purple motor oil are attached to a marketing bonanza valued at more than $100 million in media buys, retail tie-ins and giveaways.
As with any summer tentpole, is all the promotional fuss worth it for what is sure to be a mammoth box-office hit -- if not what many Hollywood execs believe will be the highest-grossing film of the year -- based on fan excitement alone? The first "Iron Man" in 2008 became a surprise $318.4 million smash, shattering even the most conservative estimates, so the studios aren't exactly hurting for awareness this time around.
And are the brands that are renewing their partnerships this year, such as Burger King, Audi, 7-Eleven and Royal Purple, at risk of getting lost in the clutter? And what are the newer entrants hoping to get out of the association?
Burger King's North America chief marketing officer, Michael Kappitt, told Ad Age he wasn't concerned about the company's role being lost in the marketing mix. "We're pleased to be on the list of top-notch marketing partners," he said.
First-timer Dr Pepper said that theatrical tie-ins tend to have a measurable impact on product sales as well as brand-equity scores and product perception.
"The key here is to get excitement about our brand to all of our partners," Dave Fleming, Dr Pepper's director-brand marketing, said, referring to retailers and bottlers. "And to be able to do a promotional spot where a Dr. Pepper machine is being made in Tony Stark's lab is really one of a kind," he added.
With as many as 11 marketing partners on-board (more than Marvel's other franchise, Sony's "Spider-Man," which averaged eight to nine brand tie-ins), Marvel couldn't have a bigger pilot program for its in-house marketing sales force for its first go-round with brands (Paramount initiated the deals in 2008 but played a less involved role in bringing in sponsors this year).
One executive familiar with the film's marketing told Ad Age that having the familiarity of the "Iron Man" story and Tony Stark franchise gave Marvel more license to team up with brands for like-minded campaigns that spoke to the film's quirkiness. "Tony Stark is this likable fun human character who doesn't take himself overly serious but takes his work very seriously. He has fun doing it but yet the products he creates are the very best of the best," the executive said.
AUDI
Back for a second ride with "Iron Man," Audi will appear in the film via its R8 Spyder vehicle, Tony Stark's convertible of choice and an enhanced model from the one featured in the first film. Other Audi cars like the A8 sedan, the Q7 TDI sport-utility vehicle, A3 TDI hatchback and Q5 SUV will be seen throughout as well. Audi will support the integration with a monthlong broadcast and cable ad buy, as well as tie-in ads in cinemas and on Fandango.com and Movies.com leading up to the film's release. Since using the first film as a launch vehicle for the R8 sports car, Audi has publicly pointed to the movie tie-in as a direct contributor to the vehicle's success.
BURGER KING
A returning sponsor from 2008 (and a co-star in a key scene in which Robert Downey Jr.'s Tony Stark requests a cheeseburger that happens to come from the home of the Whopper), Burger King is upping its "Iron Man" marketing machinery this time around with a major company-wide push that kicks off April 26. The fast-feeder will feature an "Iron Man 2"-branded sandwich, the "Whiplash Whopper," and eight film-related toys -- four for boys and four for girls. A bevy of TV ads targeted separately toward adults and kids will roll out as well, in addition to a heavy online presence at ClubBk.com.
7-ELEVEN
Another repeat partner, 7-Eleven, is executing several marketing firsts on Marvel's behalf, including its first movie tie-in TV ad to promote its custom "Iron Man" straws, Big Gulp cups and other merchandise, as well as a Live Like a Billionaire Sweepstakes for slurpee.com. The initiative will be supported with radio and web ads as well as a presence on 7-Eleven's in-store TV network.
LAND O'FROST
Tony Stark sandwiches? Land O'Frost lunchmeats are back with a major two-and-a-half month push that will feature "Iron Man" sweepstakes, TV ads, print placement in major titles such as Family Circle and Ladies Home Journal and an in-store blitz that includes 10 million Land O'Frost packages and point-of-sale materials such as life-size Tony Stark standees.
DR PEPPER
Dr Pepper has already kicked off a three-month ad and retail campaign that includes 14 collectible cans and a series of TV ads featuring "Iron Man" creator Stan Lee. Mr. Fleming told Ad Age that "Iron Man 2" represents the brand's first big movie partnership since 2008's "Indiana Jones & the Crystal Skull." Even the movie's director, Jon Favreau, got with the program, posting pictures of the cans on his Twitter feed.
LG ELECTRONICS
Expanding on LG Mobile's role in the first film, LG Electronics is jumping in to tie LG TV's "Something Better" brand-marketing campaign with the movie's sequel message -- "bigger and better." The program will include TV advertising, in-store placement retail circular ads and a retail incentives program, as well as digital and mobile ads starting April 25 and continuing through May. LG Mobile, meanwhile, will give away a limited edition "Iron Man 2" comic book with LG handset purchases at Verizon Wireless stores.
HERSHEY'S
For its first "Iron Man" campaign, Hershey's is using its Reese's brand to engage fans in the Marvel universe, much as it did with Warner Bros. for 2008's "The Dark Knight." The peanut-butter cup is sponsoring a sweepstakes offering fans a chance to win a walk-on role in an upcoming Marvel movie, and is using "Iron Man 2"-branded packaging in the U.S. and over a dozen global territories. The extensive effort will continue through the end of September.
ORACLE
The software company made an iPad-induced splash earlier this month when a series of outdoor and print ads showcased a screenshot of an "Iron Man"-themed Oracle ad as part of The Wall Street Journal's iPad app. The Journal, for its part, does not have a formal relationship with the film, but Oracle will leverage the movie to showcase its recent merger with Sun Microsystems as a partnership with its "Software. Hardware. Complete" tagline.
ROYAL PURPLE
Perhaps the most-specialized marketing partner of the "Iron Man" franchise, Royal Purple is back for round two as the preferred motor oil of Stark Motor Racing. The fictional racing league from the movie this year will have its own real-life racing/street-marketing team making appearances in fully-wrapped co-branded race cars at key events in April and May. Royal Purple products will also be sold with "Iron Man 2" labels in stores, accompanied by custom TV, retail and point-of-sale ads.
SYMANTEC
Symantec, marketer of Norton AntiVirus, will help consumers "eliminate online evils" with its Norton 2010 line of AntiVirus and Internet Security products. The tie-in will be supported with a custom comic book, a sweepstakes with accompanying microsite, in-store merchandise displays and a bevy of online, print and social-media advertising. The campaign will also extend to Latin America and Australia.
- Audi, Paramount Pictures and Marvel Studios unite for joint partnership supporting the upcoming film release of 'Iron Man'
- 'Iron Man' opens in theaters May 2, 2010
- Audi campaign accompanies and builds on the R8 integration
Audi has joined forces with Paramount Pictures and Marvel Studios, a subsidiary of Marvel Entertainment, Inc., for the release of the movie version of "Iron Man" due in theaters May 2, and will launch a global marketing campaign highlighting the role of Audi in the film.
Robert Downey Jr. is Tony Stark -- the title character in the film. His superpowers are the result of the highly versatile and indestructible high-tech armor that he developed himself. When he is without his suit, the technically-adept billionaire relies on the Audi R8.
"In addition to being a billionaire industrialist, Tony Stark is also a mastermind of invention and engineering," says Scott Keogh, Chief Marketing Officer for Audi of America. "The R8 is the ultimate execution of Audi design and engineering, so it perfectly reflects his character."
Tony Stark is smart, successful and uncompromising. And naturally he puts his extraordinary capabilities to work for the good of mankind -- in the form of Iron Man, his Super Hero alter-ego. No other comic book hero has such extensive knowledge of technology or of the opportunities offered by innovation and cutting-edge ideas.
"The R8 is the perfect car for Tony Stark, "Iron Man" director Jon Favreau said: "It's a technological masterpiece. Plus it's fast, safe and sure to be noticed." The leading lady, Oscar(R) winner Gwyneth Paltrow (Virginia "Pepper" Potts), drives an Audi S5 in the film.
The global Audi campaign themed to the film launches with a special micro site, where Audi and Iron Man fans around the world will be able to immerse themselves in "Iron Man" content. Early in April, communications will be stepped up, with television and cinema commercials, and outdoor advertising in the United States and international territories.
"We are thrilled to have Audi contributing to our global marketing plans supporting this exciting film," commented LeeAnne Stables, SVP Worldwide Marketing Partnerships for Paramount. "Audi's creative collaboration with the studio on their campaign has resulted in a perfect meld with the movie and that's a dream partner."
"We hope this is just the beginning of our relationship with Audi as Marvel Studios goes from our first release, Iron Man, to a full slate of self- produced films," said Kevin Feige, President, Production of Marvel Studios and Iron Man producer. "Audi was an exceptional partner, and we look forward to seeing their brand come alive on screen."
"Iron Man" also stars Oscar(R) winner Gwyneth Paltrow, Oscar(R) nominees Terrence Howard and Jeff Bridges and Shaun Toub. "Iron Man" is directed by Jon Favreau from a screenplay by Mark Fergus & Hawk Ostby and Art Marcum & Matt Holloway. The film is produced by Avi Arad and Kevin Feige. The executive producers are Louis D'Esposito, Peter Billingsley, Jon Favreau, Ari Arad, Stan Lee and David Maisel.
AUDI ON THE BIG SCREEN IN "IRON MAN"
In the film, Tony Stark begins to secretly build the incredible Iron Man suit in his garage workshop. In fact, the billionaire technophile has his Audi R8 parked nearby which fits Stark's Super Hero guise very well: The slits through which Iron Man views the world resemble the all-LED headlamps on the R8; Stark's artificial heart with its ring of lights recalls the sports car's exposed mid-engine and his immensely tough armor is matched by the Audi Space Frame, the high-strength aluminum structure on which this hi-tech automobile is built. The film's hero along with his favored mode of transport both underscore Audi's famous technical leadership claim: "Vorsprung durch Technik."
The attitude that the leading character represents was a key driver in the decision of Audi involvement in this production: interaction between the role, the movie as a whole and the product is the decisive factor in successful product placement.
The Audi R8 is off to a promising acting career in Hollywood. Indeed, it is currently one of the most sought after cars for film and television integrations which seems natural for a car that is designed and hand-built according to Audi's famous "Vorsprung durch Technik" philosophy. We all know that the road to stardom is full of surprises, but a car such as the R8 guarantees top dynamic performance, technological leadership and, thanks to its quattro permanent all-wheel drive, clings firmly to the road to make sure you arrive where you want to go.
The combination of automobile and screen hero has to be credible -- actor Robert Downey Jr. sees it this way too. "I grew up with the Audi mystique. This carmaker has always been right in the forefront when it comes to technology, performance, innovation and safety. I see Tony and myself as worthy ambassadors for Audi -- we're genuine fans of the make."
Keogh considers Downey's enthusiasm an element that made Audi and the film a perfect marriage. "When the star of a project is a brand enthusiast and the character matches the brand values, the integration is seamless," says Keogh. "We're fortunate in the Hollywood community because so many of the tastemakers are already Audi drivers."
In the film, Tony Stark's loyal and dedicated assistant Virginia "Pepper" Potts, played by Academy Award (R) winner Gwyneth Paltrow, drives an Audi S5. Keogh comments: "Potts is an intelligent, ambitious woman who knows exactly what she wants. The sporty dynamics and elegant finesse of the Audi S5 suit her character well." Her honest approach is evident as the plot progresses: She supports Tony Stark unhesitatingly -- managing the personal and professional "details" of his life.
AUDI GLOBAL MARKETING CAMPAIGN, UNIQUE TIES TO "IRON MAN"
A notable feature of the visual elements is that they were produced especially for Audi and are made up of original scenes from the film. "One Man. One Machine. One Mission." is the slogan alongside the micro-site. On its complex home page the user can pay a virtual visit to Tony Stark's top-secret workshop. Two perspectives are available: Through the eyes of Tony Stark, exclusive footage and background information on the movie can be called up and viewed. Alternatively the special "Iron Man Vision" HUD (Head Up Display) can be used, for instance to explore the design details of the Audi R8 and A5. The micro-site also contains historical facts about Audi and the 'Iron Man' comic book character. The "time beam," a DNA thread, can be found in a virtual Audi R10 TDI racecar.
The key marketing visual shows Iron Man with the Audi R8. This action-packed visual layout recalls a movie theater poster and is intended to draw Internet traffic to this dedicated web site. The decision in favor of this theater-style campaign was a deliberate one, with the aim of strengthening the link between the Audi R8 and Tony Stark, a.k.a. Iron Man. In communication terms it is very different from Audi's regular advertising.
"We wanted to create an eye-catching campaign that will connect with both Iron Man buffs and film lovers," says Scott Keogh. Advertising measures are also being put into effect at Audi dealers, during the month of March.
Eleven exclusive video clips will be released on a weekly basis on the micro-site until the time the movie reaches theaters on May 2 including exclusive behind-the-scenes content, interviews with the cast and crew, Audi Iron Man commercials, background on use of Audi vehicles on the movie set, etc. A stream of truly appealing and regularly refreshed content, will be available only at http://www.audi.com/ironman.
About Audi of America
Audi of America, Inc. offers a line of luxury vehicles that include the Audi A3 sport compact; the sporty A4 sedan, Avant and Cabriolet models; the high performance S4 sedan, Avant and Cabriolet models, the high-revving RS 4 sport sedan and Cabriolet; the all new S5 Coupe with 354 hp; the design-leading A6 sedan and Avant; the V-10 powered high performance S6 sedan; the Audi Q7 performance SUV; the new all-aluminum Audi A8 and A8L; the new S8 with V10 power; the all-new 2008 TT Coupe and Roadster models; and the all-new, all-aluminum R8, one of the most exclusive mid-engine sports cars in the world. For more information, please visit http://www.audiusa.com/
About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a unit of Viacom (NYSE:VIA) (NYSE:VIA.B) , is a global entertainment company that produces and distributes filmed entertainment through the Paramount Motion Picture Group which includes Paramount Pictures, DreamWorks SKG, Paramount Vantage, Paramount Classics, MTV Films and Nick Movies. PPC operations also include Paramount Pictures International, Paramount Home Entertainment, Paramount Digital Entertainment, Paramount Studios and Worldwide Television Distribution.
About Marvel Entertainment, Inc.
With a library of over 5,000 high-profile characters built over more than sixty years of comic book publishing, Marvel Entertainment, Inc. is one of the world's most prominent character-based entertainment companies. Marvel utilizes its character franchises in licensing, entertainment (via Marvel Studios), publishing (via Marvel Comics) and toys, with emphasis on feature films, home video/DVD, consumer products, video games, action figures and role-playing toys, television and promotions. Marvel's strategy is to leverage its franchises in a growing array of opportunities around the world. For more information visit http://www.marvel.com/.
Photographs and further information are available at
Iron Man, the Movie (C) 2008 MVL Film Finance LLC. Marvel, Iron Man, all character names and their distinctive likenesses: TM & (C) 2008 Marvel Entertainment, Inc. and its subsidiaries. All Rights Reserved
