Client:

Paramount Pictures and MEC Global

The Brief

Iron Man 2 was one of Paramount’s most important films of 2010.
The sequel had very ambitious targets, and social media was recognised as a very important channel both for the hardcore fans and to reach new audiences.

The Approach

Rubber Republic were briefed to ensure that exclusive digital assets reached influencers in 6 international markets simultaneously the minute they were released online.

Unlike many other seeding projects this was to be achieved through 100% natural seeding (i.e. there was NO bought engagement).

What we did

In 8 weeks prior to its global cinema release, Rubber contacted over 1,400 bloggers, publishers and influencers in the UK, France, Italy, Spain, Australia and th US with the Iron Man 2 assets.
These included: an interactive trailer, an augmented reality app, an online game and a series of viral videos.

The pay off

Rubber Republic’s seeding outreach achieved over 2,100 mentions directly related to those assets we seeded and secured coverage on several highly influential sites including Slash Film, Bleeding Cool, Mashable, Gizmodo, Guardian, Business Insider, Blunty 3000, RallisP, HeyUGuys, Robot Shop and eCartelera.
Iron Man 2 was the 5th biggest opening weekend of all time.