1. Marvelous Marketing Presents: Iron Man 3 DVD Release Campaign
Team Members:
• Danyelle Forbes
• Jeannine Ho
• Kimmie Phairas
• Rachael Gastelum
• Simone Jenkins
• Tanner Hudson

2. Table of Contents
Table of Contents________________________________________________________________________________ 2
Situation Analysis ________________________________________________________________________________ 3
• Product Category Threats and Opportunities ______________________________________________________ 4
• Company Background______________________________________________________________________ 5 – 6
• Competitive Analysis _______________________________________________________________________ 7 –
8
Target Market Specifications______________________________________________________________________ 10
• Demographic Characteristics
• Psychographic Characteristics
• Size of Target Market
Product Evaluation
• Brand Name________________________________________________________________________________
11
• Package Considerations___________________________________________________________________ 12 –
13
• Pricing____________________________________________________________________________________ 14
• Channel of Distribution___________________________________________________________________ 15 – 16
• Other Considerations_____________________________________________________________________ 17 –
18
Marketing Objectives____________________________________________________________________________ 19
• Budget____________________________________________________________________________________ 20
• Adverting Program___________________________________________________________________________
21
• Advertising Strategy______________________________________________________________________ 21 –
25
• Sales Promotion Program_____________________________________________________________________ 26
• Consumer Promotions____________________________________________________________________ 27 –
30
• Trade Objectives____________________________________________________________________________ 31
• Point of Purchase Program ________________________________________________________________31 – 32
2

3. Situation Analysis
Strengths
• Ironman is a part of a superhero group (The
Avengers) that has a large following among a
wide age range.
• The Ironman/Avengers franchise has grossed
over $1.2 billion at the global box office
• Over 10 million units sold of Ironman (since
released in 2008), 5.7 million units sold of
Ironman 2 (since released in 2010). This serves
for successful sales of Ironman 3 DVD and
higher profit margins for a 3-pack limited
edition set because of the amount of fans.
• DVD will be released in Blu-Ray version
• Robert Downey Jr. is the main actor who has
his own following with large success from the
previous Ironman movies and the popular
Sherlock Holmes movies.
• Gwyneth Paltrow (co-star) has gained recent
fame with her role in the hit TV show “Glee”
• Soundtrack features songs from
relevant, hit artists like Imagine
Dragons, Neon Trees, Passion Pit, and
3OH!3
Weaknesses
• By distributing DVDs in U.S.
only, company is missing out on reaching
markets in the other 6 countries in which
the theatrical version will be shown
• A third movie requires more creativity
and innovations to keep the audience
involved, and requires that the story is
still changing and ongoing
• Although superheroes are popular
among younger children (ages 8-12), the
movie is rated PG-13 and some parents
may shy away from buying DVD
3

4. Situation Analysis
Opportunities
• Sell the DVD in 3D version because there is
an existing market with 3D TVs at
home, there is a higher profit margin for 3D
DVDs, and could serve as competitive
advantage to other action/thriller/sci-fi
DVDs
• Large market from pre-teens, teens, young
adults, and older adults who read comics
growing up allows from partnerships with a
range of products that the different
markets use
• Global DVD sales would be a logical
decision, especially since the theatrical
version will be available in 50+ countries
• Nominated for “Golden Trailer” award in
categories of: Best Action, Best Sound
Editing, Best Summer Blockbuster 2013 TV
Spot, and Summer 2013 Blockbuster Trailer
Threats
• Movie rental outlets (Redbox, Video On
Demand, iTunes rental, Netflix) threaten
success of DVD sales
• Illegal downloading is a large threat for DVD
sales and is largely popular among the tech-
savvy, young adults who are in the Iron Man
target market
• Star Trek: Into the Darkness releases in
theatres the same month as Iron Man 3, and
could possibly have a similar DVD release date.
This movie shares a large part of the Iron Man
consumer market
4

5. Company Background
Marvel Studios Inc.
• Marvel Studios was founded in 1993 and is
currently a subsidiary of Marvel Entertainment, a
wholly owned subsidiary of The Walt Disney
Company. Since 2008, the studio has released
seven films
– Iron Man (2008)
– The Incredible Hulk (2008)
– Iron Man 2 (2010)
– Thor (2011)
– Captain America: The First Avenger (2011)
– The Avengers (2012)
– Iron Man 3 (2013)
Distributors
• Walt Disney Studios Motion Pictures
(USA, Netherlands—theatrical)
• Walt Disney Studios (Japan—theatrical)
• Walt Disney Studios Home
Entertainment (USA-DVD)
• Various other for theatrical distribution:
• Concorde Filmverleigh (Germany)
• DMG Entertainment (China)
• Manfer Films (Bolivia)
• TMG (Austria)
5

6. Major Players’ Background
Marvel Comics
• Marvel began in 1939 under the name Timely
Publications and characters were largely
influenced by WWII.
• Company became Atlas Comics in 1950s and
transitioned from a war heroes theme to war
horror and went under political scrutiny, which
forced them to change again.
• In 1961, Atlas Comics went under the Marvel
name. The comics featured skillful
artwork, detailed and exciting story lines, and
brought back newer versions of the old
(former) super heroes. The Fantastic Four
were born!
Paramount Pictures
• Founded in 1912
• Is a film and television production/distribution
studio
• Currently has distribution rights to certain
Marvel properties
The Walt Disney Company
• Acquired Marvel Entertainment in 2009
• This was a huge deal for both Marvel and
Disney.
• Collaboration lead to launches of the
films Iron Man 2, Thor, Captain
America, The Avengers all of which
were largely successful.
• It was an expensive, but smart move by
Disney because Marvel had already
demonstrated capable success with Iron
Man, The Incredible Hulk, Spider Man
and X-Men.
6

7. Competitive Analysis
Marvel Competition as a Company:
• DC Comics has been a long-time competitor with Marvel
and has produced superheroes like
Superman, Batman, Wonder Woman, Green
Lantern, Flash, among others.
• DC Entertainment is a subsidiary of Warner Bros.
Entertainment, which is a long-time rival of Walt Disney
Studios.
Iron Man 3 DVD Competition:
• Man of Steel (Superman) by Warner Bros. Pictures.
Theatrical release is June 14,2013, just after the Iron Man
3 theatrical release.
• DVD version will be released around October
2013, which will directly compete with DVD sales of
Iron Man 3.
• Star Trek: Into Darkness is being released in theatres May
15, 2013 and will be releasing its DVD in September
2013.
• Although Star Trek is not a superhero story, it has a
large presence at Comic-Con and shares a large
consumer segment with Iron Man 3.
7

8. Man of Steel is a strong direct competitor of Iron Man 3, but not to worry! –Iron Man 3 and
the overall Iron Man character hold competitive advantages over Superman that speak to
consumer psychographics and offer key benefits:
• Passion-based
• Tony Stark has a passion for innovation and technology and uses his extreme
intelligence to serve world peace.
• Optimism, Perseverance, Resilience
• Unlike Superman, Tony Stark does not posses super powers but instead has a super-
smart brain that he chooses to use for bettering the world
• Iron Man has to work harder to do good in the world because the strength comes
from intelligent innovation, not super powers.
• Inspire real people
• Iron Man is a story of a normal human with a genius brain who acknowledges his
strength and finds his life’s purpose and runs with it, going on to do great things (like
maintain world peace)
• This factor has the power to inspire average people in the target market for Iron Man 3
to embrace their strengths and use them to make the world a better place.
Competitive Analysis
8

9. Target Market Specifications
Film Industry
• One of the main reasons the film industry loves
using Comic Book movies is because most of
the core audience already has an
understanding of the character
• Since this core audience knows the character
and storyline they can expand on them, using
the “traditional” fans to spread word of mouth
• The comic book market is now older and have
children
Marvel’s Target Market
• Traditionally Marvel’s target market was limited
to teenagers ages 13 to 23
• With the emergence of their film division their
market began to expand
• Once they ventured into television and Video
Games their Market doubled in size to reach 70
million nationwide
9

10. Target Market Specifications
Demographic Characteristics
Primary Target Market
• Largest portion of target market is males ages
14-34
• The male division is comprised of 140
million, 56% of total market
Secondary Target Market
• Women ages 16-30 and children ages 2-13
• The female division is 110 million
• Children ages 2-12 make up 25% of the
market, mostly due to toys and merchandise
Size of Target Market
• Total U.S. film market for the movie consists of
250 million Americans
• Average household income of American family
in the target market is $92,000 a year
• Lower to middle class families are a huge
market as well in the film and merchandise
division of Ironman 3
Psychographic Characteristics
AIO’s
• Attitudes: Viewers enjoy action packed
thrillers and adventure
• Interests: Technology, comic
books, videogames, action &
adventure, movies, and music.
• Activities: Playing games via videogame
consuls and the internet, advent
moviegoers, enjoy all the Marvel comic
book and movie series
VALS – Values and Lifestyles Program
• Family oriented consumers (secondary)
• Consumers seeking adventurous
experiences
• Enjoy the use and advancements in
technology
• Enjoy the storyline on the Marvel comic
book series and collections
• Are loyal to the Marvel and Iron Man
brand
10

11. Product Evaluation
Brand Name
• Iron Man 3 is a superhero action film produced
by Marvel studios and distributed by Walt
Disney Studios Motion Pictures. It will be the
third installment of the Iron Man film series
and the seventh installment of the Marvel
Cinematic Universe. The Marvel Cinematic
Universe series has proven to be successful, as
it’s the 5th highest grossing film series.
• The world’s infatuation with Iron Man began
long before Robert Downey Jr. stepped into the
suit. Iron Man’s character was created in March
1963 when he first began to appear in Marvel
Comics.
• As a result of his popularity, Iron Man began
appearing in a series of cartoons in 1966.
• By the 1990s he was being featured in his own
series as part of the Marvel Action Hour.
• Apart from comic books, Iron Man
appears in numerous Marvel Video
games.
• Subjects/Themes that are reflected in
the Iron Man Franchise:
• Technological Advances
• Sophistication
• Heroism
• Good defeating evil
• Portrait of American Inventors
(Alexander Graham Bell, Edison,
The Wright Brothers)
• Love
• Intelligence
• Resilience
11

12. Product Evaluation
Package Considerations
• The packaging of the DVD will feature Iron Man
and other featured characters from the film. It
will include a collage of action packed still
frames and center around the common themes
of the Iron Man 3 film as well as a holographic
effect of Iron Man’s heart adaptor.
• We will have six different DVD’s released in
September 2013. They will include
– Iron Man 3
– Iron Man 3 Blue-ray
– Iron Man 3 Collectors Edition
– Iron Man 3 Ultimate Collectors Edition
– Limited Edition Combo Pack Iron Man 1-3
– Limited Edition Combo Pack Iron Man 1-3
Blue-ray
• Although it may seem excessive to have so
many editions available, this is common in
comic-based films that are a part of a series.
• The front of the DVD will also feature the
names of actors who play the main characters
in the film.
12

13. Product Evaluation
Package Considerations
• Option A: Iron Man 3 DVD
– This will include the basic DVD which includes interactive menus, deleted scenes, and director
commentary feature.
• Option B: Iron Man 3 DVD Blu-Ray
– This will include all the same features as the basic DVD but be featured in Blu-ray digital format.
• Option C: Iron Man 3 Collectors Edition
– This will include both the Blu-ray and basic DVD collection. All features from the original will be
included in this promotional package
• Option D: Iron Man 3 Ultimate Collectors Edition
– This package will include the Blue-ray, Blu-ray 3D, DVD, and Digital Copy for the ultimate collector.
All features will be included from the original plus additional bonus features.
• Option E: 3-Pack Edition
– This combo package will include Iron Man, Iron Man 2, and Iron Man 3 as well as the original
content and bonus features from the entire series of Iron Man. Includes limited edition poster
and Iron Man keychain.
• Option F: Ultimate 3-Pack Edition
– This combo package will include Iron Man, Iron Man 2, and Iron Man 3 in Blu-ray digital format as
well as the original content and bonus features from the entire series of Iron Man. Includes
limited edition poster and Iron Man keychain.
13

14. Product Evaluation
Pricing Strategy
Original DVD
• Bonus features
• Deleted scenes
$24.99
Collector’s Edition
• Blu-Ray
• Original DVD
$44.99
3-Pack Edition
• Iron Man 1-3 DVDs
• Poster
(limited edition)
• Keychain
(limited edition)
$69.99
Blu-Ray DVD
• Bonus features
• Deleted scenes
$39.99
Ultimate Collector’s
Edition
• Blu-Ray
• Blue-Ray 3D
• Original DVD
• Digital Copy
$55.00
Ultimate 3-Pack
Edition
• Iron Man 1-3 Blu-Ray
• Poster
(limited edition)
• Keychain
(limited edition)
$75.00
14

15. Product Evaluation
Channel of Distribution
• Our strategy is to choose a variety of channels of
distribution so we are sure to reach the largest
percentage of target market possible. Our main
distributor’s are Walt Disney Studies Home
Entertainment and Paramount Pictures.
• We want to sell our DVD’s through indirect
channels of distribution to reach the most
sufficient amount of our target audience while
maximizing profits.
Indirect distribution channels:
– Retail stores: Ralphs, Vons, Wal-
Mart, Target, Albertsons, Safeway
– Toy stores: Toys R Us, Disney Store
– Electronic stores: Best Buy
• These stores are heavily scattered all throughout
the country. In just California alone there are 236
Target distributions we will use to promote
awareness abut the Iron Man 3 DVD release.
15

16. Product Evaluation
Iron Man American Express Promotion
• This promotional campaign will run for a
limited time starting in September 2013. The
Iron Man 3-Pack Editions will include a limited
edition keychain. If the keychain lights up, it is a
winning keychain. Winners will receive a $100
Iron Man-themed American Express Gift Card.
– There will be a total of 100 winning
keychains spread throughout our channels
of distribution at random.
16

17. Product Evaluation
Other Considerations
Soundtrack/DVD Combo Pack
• We chose to offer a combo pack including both
the Iron Man 3 DVD and the Iron Man 3
soundtrack. The soundtrack includes currently
popular artists and diverse genre selections that
appeals to both our primary and secondary
target market.
• This combo pack will be appealing because it
offers an extra incentive to buy the DVD and get
both items for less cost than to buy both
individually. We believe the target market will
respond positively to this combo pack due to
both their demographic and psychographic
characteristics.
• Artists Featured on Soundtrack:
– Imagine Dragons
– Neon Trees
– Passion Pit
– Capital Cities
– 3OH!3
– And more!
17

18. Product Evaluation
Other Considerations
Current Partnerships
– Alcatel Retouch
– Audi
– Verizon Fios
– Harley-Davidson Motorcycles
– Oracle
– Red Baron
– Skype
– Subway
– TCL
18

19. Marketing Objectives
Objectives
Marketing Objective
• Our objective is to Reach 80% of our target
market through the use of media channels that
directly correlate with the demographics and
psychographics of both the primary and
secondary target markets.
Sales Objective
• Our sales objective is to increase opening week
sale od Iron Man 2 by 3% which will entail
selling 2.92 million units nationwide opening
week in September 2013.
Market Share Objective
• We aim to be the highest selling DVD of the
quarter
Advertising and Promotion Objective
• To create awareness of our DVD release and
the promotional campaigns through all of our
media outlets.
• To excite consumers about the release and
provide incentives to buy the DVD.
19

20. Budget
Budget
While implementing our DVD promotional
campaign, we want to utilize as many media outlets
and channel distributions to increase sales and
generate revenue. In order to obtain our objectives
and create profit, we propose a budget of $40
million. This total budget will be distributed among
the following programs
• Advertising – 30%: Our way of reaching the
most amount of consumers to create awareness
of the DVD release and promotional incentives.
• Sales Promotions – 40%: To create excitement
about the DVD and offer incentives of the DVD
purchase that will motivate consumers to buy.
• Public Relations – 15%: Ways to promote the
Iron Man brand and the DVD release.
• Special Events – 9%: Will be incentives for DVD
purchase and create excitement around the
release date.
• Direct Marketing – 6%: Important for reaching
segments of our consumer who were not
reached by other mediums
20
30%
40%
15%
9%
6%
Iron Man 3 DVD Release
Marketing Budget
Advertising
Sales Promotions
Public Relations
Special Events
Direct Marketing

21. Advertising Program
Advertising Program
• Objective
– Identify with the demographics and psychographics of
our primary and secondary target markets by advertising
through media outlets that relate to their characteristics.
Mediums and Vehicles
• Magazines:
– Details Magazine: Will feature an advertisement on Tony
Stark. The ad will be laid out like an interview but will be
themed around promoting the DVD release of Iron Man
3. By changing the traditional form of print ads and
disguising it as a featured article, we hope to intrigue our
target audience by not bombarding them with an
advertisement but still promote the DVD release.
– Other magazines that will have traditional print ads will
include:
• People Magazine
• Rolling Stone Magazine
• Wizard Entertainment Magazine
• Wired Magazine
• Stuff Magazine
21

22. Advertising Program
Television:
– We will have a commercial to announce our
DVD release that will inform our target
audience of our Combo and Bonus Pack DVD
sets loaded with special features and deleted
scenes. We will also have television
commercials announcing our promotional
campaigns with Cheerios, Taco Bell, and
American Express.
– Prospective Channels to focus advertisements
include:
• The Disney Channel
• ABC (Disney subsidiary)
• ABC Family (Disney subsidiary)
• MTV
• Cartoon Network
• E Network
– In addition to the networks mentioned
above, we will advertise our release date
through retailers’ commercials to save money
and to more efficiently inform consumers
where they can buy the DVD.
22

23. Advertising Program
Billboards
– We plan to advertise through billboards
to increase awareness of the DVD
release date. These billboards will be
located in various cities with the
highest traffic flow the week before and
week of the release date. These areas
will include but are not limited to:
• Los Angeles
• Chicago
• Miami
• Dallas
• Houston
• San Francisco
23

24. Advertising Program
Posters
• These outlets will be located in areas with high traffic flow and
transit use. These will be a cost efficient form of advertising that
will reach a significant amount of both our primary and
secondary target market. These outlets will include but are not
limited to:
• Bus Stops
• Grocery Carts
• Interior and Exterior of transit
(buses, taxis, subways)
GET THE
DVD
SEPT 2013
GET THE DVD
SEPTEMBER 2013
DVD In Stores
Sept 2013
Iron Man 3 DVD
In Stores
September 2013
Window Decals
• These will be temporarily stuck on windows of
taxis, subways, and buses. They make it look like Iron Man
is flying outside the window and are unique, fun and
effective.
24

25. Advertising Program
Radio
– We plan to utilize the radio media outlet by holding
publicity events with popular radio stations across
the U.S. There will be exclusive interviews with the
stars of Iron Man 3, radio advertisements for the
DVD release subsequently throughout the months
leading up to the DVD release date in
September, and advertising via internet radio sites
like Pandora and iHeartRadio.
Internet
– We will be utilizing multiple social media outlets
like Facebook, Twitter, and Instagram to promote
the DVD release. We will also advertise on websites
like YouTube and Pandora. The ads on YouTube will
include film trailers, the DVD release date, and
distributing retailers. Ads on Pandora will come on
radio stations that are in the same genre as artists
included on the Iron Man 3 soundtrack. We will also
be promoting the already existing Iron Man
videogame linked to both the Marvel website and
Facebook.
• Mobile
– Banner and audio ads will be seen on smart phones
through the Internet sites explained above
25

26. Sales Promotion Program
Sales Promotion Program
Consumer Objectives
• To maximize awareness of the Iron Man 3 DVD
release to our specific target market.
• To ark excitement and interest among our
target market.
• To make the purchase of the DVD more
appealing to our audience by offering
incentives, promotions, and contests for target
market to participate in.
• To gain a higher market share than competing
DVD releases.
• To increase the sales volume and consumption
of our selected promotional partners
Audience/Target Market
• The product will be available for the general
audience but will be heavily promoted to our
primary and secondary audience through our
promotional sponsorships and campaign.
Timing
• The DVD will be released September
2013. All promotional
campaigns, sponsorships, partnerships, a
nd contests will begin May 2013 and end
September 2013.
Tools/Media
• These promotional efforts will begin July
2013 and end September 2013. This
timeframe will not clutter with the
ongoing promotions for the theatrical
release but will still create awareness for
consumers to purchase the DVD.
26

27. Sales Promotion Program
Consumer Sales Promotions
Couponing
• Objective
– To maximize awareness, to excite
consumers, to increase sales volume, and to
make the purchasing of the DVD more
appealing to our primary and secondary
target market.
• Time Frame
– July 2013 – September 2013
• Coupon Distribution
– We have decided to promote coupons
through various forms of distribution which
include promotional partners and Iron Man
branded products and merchandise through
on-pack coupons.
Time Frame: August 1st-August 31st
Theme: $1.00 Off On-pack Coupon
These special offer coupons will be included in
our promotional partners packaging such as
General Mills Cheerios, and current Iron Man
branded merchandise and products such as the
Iron Man 3 Soundtrack.
Time Frame: August 15th-September 15th
Theme: Back to School with Iron Man
These coupon offers will be packaged on Disney Iron
Man 3 “Back to School” supplies which will be offered at
all of our channels of distribution. This offer will be an on-
pack coupon for a $1.00 off of the Iron Man 3 DVD.
Time Frame: July 1st – August 31st
Theme: Donate With Your Heart, Become A Hero
This promotional campaign will tie with The American
Heart Association. Already participating brands like Listerine
and Reach will add the Iron Man 3 logo and dates for the
DVD release. On the package will be a QR code which
consumers can scan to directly donate to The American Heart
Association and participants will receive a digital coupon
for money off DVD purchases.
SAVE $1.OO OFF
IRON MAN 3 DVD
SAVE $1.OO OFF
IRON MAN 3 DVD
27

28. Sales Promotion Program
Consumer Sales Promotions
Contest
• Objectives
– To encourage consumers to purchase Iron Man
3 DVD while also influencing our consumers to
use the American Express Credit Card.
• Time Frame
– October 1st-October 31st
“Live Like Stark” Contest
• Experience a day in the life of Tony Stark, billionaire
super hero
• American Express Promotional Contest
• When customers purchase Ironman 3 DVD with their
American Express card they are automatically
entered into drawing to win Grand Prize
Winner Receives
• Audi R8 for the day, along with driving classes and on-
track experience
• Private skydiving session with Coastal California
• Luxury Estate with private beach in Malibu, CA
• Custom fitting for Calvin Klein tuxedo
28

29. Sales Promotion Program
“Live Like Stark” Contest
• As a part of our promotional campaign we will team up
with American Express to offer fans and customers a
firsthand experience of a day in the life of Tony
Stark, full of luxury and thrills. When they purchase the
Ironman 3 DVD with their American Express credit card
they will be automatically entered into a drawing to win
the grand prize.
• Just as billionaire Tony Stark does, the winner will
receive one full day to live as if they were Ironman and
CEO of Stark Enterprises. Private skydiving session with
company Coastal California will include training and
instruction as they soar over the beautiful Santa Barbara
coastline. By means of arriving to Santa Barbara the
winner can use their Audi R8 supercar. With the vehicle
for the day the prize will include an on-track experience
with Audi motors and racing instruction from the
performance team. Grand prize also includes a custom
tailored tuxedo from Calvin Klein for the winner to
keep, and to top it all off they will be staying in a luxury
estate located on a private beach in Malibu, CA.
**Contest is restricted to American Express
users only and requires purchase of
Ironman 3 DVD. Grand prize will be
distributed October 1st 2013.
29

30. Sales Promotion Program
DVD Release Party
• We will hold a kick-off release party in Los
Angeles, which will be the one the winners of the
DVD-American Express contest will attend. We will
also hold other release parties in other parts of the
country because Iron Man has such a strong following.
We think it is valuable to make strong followers feel
included in the celebration of the DVD release and it
the parties will gain media coverage.
• Winners from the DVD purchase contest
• Kick-off Release Party:
– August 31, 2013
– Ritz Carlton in Los Angeles
• Other DVD Release Parties:
– Disneyland Downtown Disney (Sept 6)
• Receive VIP entrance to Disneyland
innovations party Sept 6th
– Chicago (Sept 7th)
– Orlando (14th)
– New York (Sept 14th)
 Goody bags
 Red Carpet appearances
 Music, games, dancing
 Musical Appearances from Iron
Man 3 Soundtrack Artists
 Prizes for best Iron Man-inspired
costume
30

31. Point-of-Purchase Program
Trade Objectives
• Encourage retailers to have POP displays at their
stores be combining DVD, soundtrack and Iron
Man 3 promotional items in the POPs, which is
likely to result in higher dollar per transaction.
• To obtain distribution for the Iron Man 3 DVD
release and our promotional partners
• To maintain trade support for promotional
partners
• To build DVD retail inventories
Point of Purchase Program
• POPs will include the different package editions
discussed earlier as well as the soundtrack, and
some Iron Man 3 promotional items.
• We believe this will encourage consumers to
compare package offerings and choose the higher-
priced editions because of the comparative added
value extras.
• It is our goal that dollars-per-transaction numbers
will be higher with this design as opposed to a
POP that only displays the DVD. Thus, retailers will
be more willing to create floor space for the POPs.
In-Store Displays (Target)
• There are few Targets in large cities across the
U.S. that have an upgraded floor plan in the
electronics department, which includes open
floor space, TVs playing DVDs, sitting
areas, and iPad stands (shown next page).
Because Iron Man has a running partnership
with Target, we think this is an effective way to
capture the consumers.
31

32. Point-of-Purchase Program
Point of Purchase Interactive Target Display
32

33. Special Events
Special Events
• Comic Con
– Long Beach May 11
– Orlando May 18-19
– Houston May 24-26
– Las Vegas June 14-16
– San Diego July 18
• E3 Electronic Entertainment Expo
– Los Angeles June 11-13
• At all the Comic Con events and the E3
expo, we will have an interactive display of
Tony Stark’s lab that will also display the Iron
Man 3 suits. Fans will be able to create their
own iron Man suit an send it At these
events, fans will also have the opportunity to
meet the creators of the Marvel comic series
as well as the Iron Man actors and actresses at
selected locations.
33

34. Special Events
Special Events
• Downtown Disney Event
Time Frame: September 22-October 13
– Will include a display of Tony Stark’s Lab
with selected Iron Man suits as well and
promotional products for
purchase, opportunities to receive
promotional coupons for the purchase of
the DVD. The Downtown Disney event will
also include an interactive display here
you can take pictures and send them to
yourself and through all social media
outlets.
34

35. Publicity
Public Appearances
• Television
Time Frame: September 1st- September 30th
– Good Morning America (Gwyneth Paltrow)
– The Ellen Show (Gwyneth Paltrow)
– E Entertainment Fashion Police (Robert Downey Jr.)
– Chelsea Lately (Don Cheadle)
– Jimmy Kimmel (Robert Downey Jr.)
Commercials will be aired during the show the week of
the appearance which will announce the upcoming show
guest starring the Iron Man 3 stars. The promotional DVD
release commercial will also be aired during the guest
appearance show.
• Radio
Time Frame: September 1st-30th
– Big Boi Power 106 FM (Don Cheadle)
– Ryan Secreast 102.7 Kiss FM (Robert Downey Jr.)
– 98.7 FM AMO Radio (Gwyneth Paltrow)
Will consist of short Q&A’s with the Iron Man 3 stars that
will heavily promote the DVD release.
35

36. Sponsorship Opportunities
American Express
• By teaming up with American Express, we hope to link
Tony Starks characteristics with the brand. We will
create awareness of the DVD release as well as
teaming up for our “Live Like Stark” contest. We hope
to generate revenue and dominate the market share
by promoting the incentive of not just purchasing the
Iron Man 3 DVD but also purchasing with your
American Express card.
Cheerios
• We will partner with General Mills Cheerios by
providing on-pack coupons for the purchase of the
Iron Man 3 DVD as well as in participating retail
stores, have special edition Iron Man mask end caps
made from cheerio boxes. This will target our
secondary target market and create awareness and
excitement about the DVD release.
Target
• Target houses all of the Iron Man merchandise and
brand products. We want to create an Iron Man one-
stop-shop for all our consumers Iron Man needs. We
will have special Iron Man end caps and floor decals
as well as at 200 selected locations, our POP
interactive displays that will excite consumers and
allow them to interact with Iron Man and promote
their purchases on social media outlets.
Taco Bell
• We will team up with Taco Bell for a month
long promotional campaign that will feature
“The Iron Box”. This will promote the DVD
release while also sticking to the theme of
the Iron Man 3 movie by offering for a
limited time only 16 tacos, to represent the
16 suits, instead of the traditional 12. The
box will feature graphics from the film, as
well as a manufacturer coupon for $1.00 off
of your Iron Man 3 DVD purchase. Employee
will also wear special edition Taco Bell t-
shirts promoting this special offer and the
DVD release date.
36

37. Sponsorship Opportunities
OPI
• Like most nail polish companies, OPI releases new
colors in collections at a time, and each polish color
has a name connecting it to the central theme of the
collection. Most collections are themed by geographic
locations (Spain, Texas, France, etc.) or seasons
(Summer, Spring, Fall, and Holiday) and usually
contain 24 colors. They also do tie-in collections that
promote films (Pirates of the Caribbean, Shrek 2, etc.)
and these are usually smaller collections, consisting of
12 colors.
• Iron Man 3 will partner with OPI to attract the
females in the film's target market. The collection will
be released in August, after the Summer Collection is
released, and before the DVD is released to keep it at
the front of the consumers' mind. The collection will
be distributed in Target, beauty retailers such as
Sephora and Sally's Beauty Supply, and high-end nail
salons who regularly order new OPI collections upon
their release date. We believe this will spread the
fashionista elements of Tony Stark and Pepper into
the female segment of the target market and create
excitement around the DVD release. 37

38. Sponsorship Opportunities
American Heart Association
• We made the choice to form a sponsorship with the
American Heart Association to create good press
and reach out to real people with heart disease.
Iron Man’s symbol is this ARC Reactor that takes the
place of his heart after surviving life-threatening
heart issues. We had originally just wanted to
partner with Cheerios for a short time, but then
took it one step further.
• A few of the national sponsors and supporters of
the AHA include
Cheerios, Walgreens, Listerine, Reach dental brand.
On special packages of Cheerios, Listerine and
Reach products, we have decided to advertise the
DVD release date and also include a QR code that
consumers can scan and be taken to the AHA
donation page. Consumers can either donate
straight to the AHA or a specific area like Jump
Rope for Heart, which is directed toward health
education and research for children with heart
disease. Upon completing the donation, consumers
will receive a digital coupon code for $1 off the
regular DVD or $1.50 off of the limited edition 3-
pack. The sponsorship will run from July-September
to both create the DVD release in front of the
consumer’s mind and to also allow for a full three
months of donation possibilities.
Coupon inside for
Iron Man 3 DVD
38

39. 39
Schedule of Promotional Events