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| Man of Steel (2013), Superman (Henry Cavill) |
See the best, and worst ways, companies are using the upcoming Superman
movie, Man of Steel, to sell
their products.
Warner Bros. has over 100
global promotional partners and $160 million in collective
promotional support
for Man of Steel and it’s one
of the biggest in Hollywood history.
It’s not unusual for a blockbuster film to have cross-promotinal
marketing, that is targeting customers of one product with a related
product. Man of steel’s is the best, and worst, I’ve seen.
“If done well, a promotional partnership with a major summer movie
should spotlight a company’s products — in most cases, cars, clothes
and junk food,” Variety senior writer Marc Graser wrote for Investor’s
Business Daily. “It worked for Aston Martin and James Bond, Ray-Ban
and ‘Men in Black,’ Chevy’s Camaro and ‘Transformers.'”
The only problem is there is no logical connection between Superman and
Triskets, so some companies have to really struggle to make
sense.
From burning questoin about Superman’s beard to hamburgers and antivirus products here are the most brilliant and stupid products endorsed by Man of Steel.
BEST
4. Superman Eats Carl’s Jr.
Hamburgers
Carl’s Jr. and Hardee’s has a Super Bacon Cheeseburger. “We knew ‘Man of Steel’
was going to be the must-see film this summer, so it was the perfect
partnership for our must-eat burger this summer, the Super Bacon
Cheeseburger,” said Brad Haley, chief marketing officer for Carl’s Jr.
and Hardee’s. “With melting American cheese and six interlocking strips
of bacon – three times the amount found on other bacon burgers – it
truly earned the name ‘Super.’ And we were excited to be able to have
the Man of Steel himself, Henry Cavill, featured in our ad and to have
it directed by the talented Zack Snyder, who directed the film. It will
be an epic movie and an epic ad for an epic burger.”
It’s silly to think of Superman chowing down on a cheesburger, the
commercial is hiarious. So it gets a pass.
I think you’d need to be Superman to survive the cardiac arrest from
eating this delicious sandwich.
3. The Army National Guard Are
Like Superman
“National Guard and the MAN OF STEEL™. Two American icons who put on
the uniform when duty calls.” I can’t argue with that slogan.
The National Guard created a website SoldierofSteel.com that has
an online game you control with your mobile phone.
2. Kellogg’s Cereal Makes You
Superman
Kellogg’s is holding a you Could
Win Superman’s Powers
contest and it’s actually pretty cool. You can win FLIGHT (Airline
tickets for a year), STRENGTH (Personal trainer for a year), SPEED
(2013 Ford Mustang) and VISION (Movie tickets for a year). Who knew
Cheez-Its, Keebler cookies and Pop-Tarts could turn you into a
superhero?
1. Superman Wears Warby Parker
Glasses
This is the best one of all the campaigns. In the film, Clark Kent
hides his secret identity as Superman by wearing glasses and you can
buy a pair of
Clark Kent-style branded sunglasses by Warby Parker.
WORST
4. Nokia Cell Phones are Just Like
Superman
The cell phone comany is making a Superman edition of the Nokia
Lumia 925 and an exclusive Man of Steel app
via the Windows Store. It makes the awkward connection between
Superman’s super-stregth and their phone’s “aluminium and polycarbonate
frame” and scratch-resistant “Gorilla Glass 2.” Because Superman is
known for his really strong glasses.
3. Sears is Just Like Superman
“Sears and Superman are two iconic brands that embody American
culture,” said Imran Jooma, executive vice president & president of
marketing for Sears said. “As the needs of our members and our
customers have changed, Sears has responded with new and better
products and services inspired by a spirit of genuine quality and
honest values.”
Yeah…Ok. That’s not forced at all. Superman is just like a department
store.
So, their pitch is that if you sign up for their Shop Your Way plan
you get access to exclusive stuff like film footage, a free copy of the
first chapter of Allstar Superman
written by Legendary Grant Morrison and a sweepstakes. At least it let
Zack Snyder blow up a Sears store.
2. Superman’s Favorite Candy
I can’t imagine Superman eats a lot of candy, but maybe Kryptonians
have a lower BMI than humans.
“We’re excited to offer fans the opportunity to discover their
inner superheroes with a Man of Steel experience this summer,”
said Anna Lingeris,
spokesperson for the Twizzlers brand. “Twizzlers candy
is a great complement to Man of Steel, and both will sweeten
summer fun for fans both on- and offline.” The Twizzlers Facebok page
let’s you star in a personalized Man
of Steel video.
1. Norton Gives You Antivirus
Protection Like Superman
Symantec combines behind-the-scenes clips with awkward connections
between Kryptonian speed, strength and flight and virus protection.
I’ve never seen an issue of Superman versus the Sasser
Worm.
Superpowers of Man of Steel: Strength
Superpowers of Man of Steel: Flight
Super Powers of the Man of Steel: SPEED
Official Synopsis
From Warner Bros. Pictures and Legendary Pictures comes “Man of Steel,”
starring Henry Cavill in the role of Clark Kent /Superman, under the
direction of Zack Snyder . A young boy learns that he has
extraordinary powers and is not of this Earth. As a young man, he
journeys to discover where he came from and what he was sent here to
do. But the hero in him must emerge if he is to save the world
from annihilation and become the symbol of hope for all mankind.
The film also stars four-time Oscar® nominee Amy Adams , Oscar® nominee
Michael Shannon , Academy Award® winner Kevin Costner , Oscar®
nominee Diane Lane , Oscar® nominee Laurence Fishburne , Antje Traue ,
Ayelet Zurer , Christopher Meloni , and Academy Award® winner Russell
Crowe .
“Man of Steel” is produced by Charles Roven , Christopher Nolan , Emma
Thomas and Deborah Snyder . The screenplay was written by David
S. Goyer from a story by Goyer & Nolan, based upon Superman
characters created by Jerry Siegel & Joe Shuster and published by
DC Entertainment. Thomas Tull , Lloyd Phillips and Jon Peters
serve as executive producers.
Warner Bros. Pictures presents, in association with Legendary Pictures,
a Syncopy Production, a Zack Snyder Film, “Man of Steel.” The
film will be released in 3D and 2D in select theaters and IMAX® on June
14, 2013. It will be distributed worldwide by Warner Bros.
Pictures, a Warner Bros. Entertainment Company. This film has
been rated PG-13 for intense sequences of sci-fi violence, action and
destruction, and for some language. www.manofsteel.com
Update: Removed one entry
What do you think
of the promotional campaign?
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<span class="dsq-postid" data-dsqidentifier="37619 ">10 Comments
The Army National Guard ones are good. I guess if Superman can survive those burgers he could survive the Twizzlers as well.
interesting… i remember when burger king was huge in promotional stuff until they got burned on one film that flopped…
I would assume Superman has supermetabolism that keeps him from getting fat. Though that might mean he has to eat a lot. Or maybe it's just that his cells "eat" sunlight. Or something.
I love Twizzlers, but I can't imagine Superman eats them. I've been enjoying the how Superman shaves meme on Twitter. Husband Unit wants to see this movie, so we'll probably go week after next.
But could he survive both at the same time Alex?
Which film was that Jeremy?
Good point Pay. I bet he'd drop his phone all over the city. No cell phone case.
They do look pretty cool actually.
Great post, but I disagree about the Norton ads. I thought they were pretty well done. The worst tie-in IMHO was the Gillette razors "How does Superman shave?" ads. Just a lame concept and unfunny.
i am trying to look it up… it was some cartoon i think in the last 10 years…