The promotion campaign for Iron Man 2 is ramping up to the May 7th opening date. And so far, I’m undewhelmed.
The first piece is the launch of the Stark Expo 2010: Better Living Through Technology viral site. Viral campaigns are tricky to get right. You have to provide enough supportive content for whatever it is that you’re promoting, but not overwhelm the product – in this case, a movie. In other words, you have to whet your audience’s appetite for the main event. The best example I can think of is the District 9 viral campaign – MNU’s official website, the anti-MNU blog and the MNU recruiting site. All these websites gave you a taste for the lives of the characters inhabiting the film, the world they live in and allow the user to experience a piece of that world first hand.
Stark Expo 2010 does none of those things. You get a countdown clock to the movie release, a couple of promotion videos (okay, the retro video is kinda cute), some design concepts of the buildings and a layout of the facility with sponsorship logos. And why do I get the feeling we’ll be bombarded with product placements for Burger King, Dr. Pepper and Reese’s Peanut Butter Cups throughout the movie? I really, really hope they do more with the site than this – maybe Ivan Vanco can hack it or something. There are a lot of possibilities, most likely we’ll see a website from Hammer Industries soon.
Next, we have new posters:
|The “Will He Pull Up in Time” Version||The “Crap! We Forgot Mickey Rourke! Version|
Floating heads? Over the shoulder, come hither looks? Feathered edges? What is this? 1995? UUUUGGGGGG!!!!
|Then there is this little treasure:||Which looks a lot like this treat, from last summer:|
Jon Favreau, you deserve better. Your movie deserves better marketing than this BS. C’mon Paramount, this is an major movie event, your designers should be pulling out their A games.
And before anyone asks, yes, I can frakking do better.