During the 2013 Super Bowl, Audi’s “Prom” commercial attracted a lot of buzz. Some groups believed the nature of the boy kissing the prom queen was more sexual assault rather than a daring moment. Giving some context to the ad for the Audi S6 sedan, we have no idea if there was some form of relationship or friendship between the couple. Aside from the content of the Super Bowl commercial, the Audi spot was highlighted by its use of crowdsourcing. A process where a brand or company allows audiences to dictate a product, crowdsourcing will determine the ending from three possible scenarios on YouTube. The ending used in the Super Bowl ad resulted from 24 hours of voting.
For what is going to be Audi’s biggest product placement for 2013, Iron Man 3 is nearing its theatrical release of May 3rd. In preparation for the guaranteed blockbuster, Iron Man creator Marvel Comics and Audi have engaged in an interactive web-based story. Similar to Audi’s commercial, crowdsourcing will play a part in deciding the outcome of the comic tale supported by the automaker and Marvel Comics.
The story titled “The Cold Run” appears in the website SteerTheStory.com featuring an Audi R8 Spyder front and center through the comic. A largely straightforward Marvel comic adventure many comic book readers delighted reading as a kid, Blizzard (a lesser-known figure often portrayed as a villain in the Marvel universe) is chasing Tony Stark and his assistant Pepper Potts. Potts is driving an Audi R8 Spyder while Stark is manning his high-tech suits. Fighting to defeat Blizzard and protect Pepper Potts, the Iron Man “Steer The Story” digital comic book is slowly coming together with two chapters being posted. Two of the three chapters have already been posted leaving fans to decide between two specialized Iron Man suits. Through a Facebook, Twitter or Google+ account until April 22nd, a reader can choose if Tony Stark will don Arctic Armor or Spy-Tech Armor in order to fight Blizzard in the third and final chapter.
In addition to the vote for the armor, budding comic book artists and storytellers in the United States will have the opportunity to end Iron Man’s adventure. Through the guidance of two videos on how to draw aspects such as the Audi R8 and Iron Man’s helmet, fans will start submitting their panels through the Steer the Story contest once voting ends for the suit. To be judged on creativity, quality and cohesiveness to the previous two chapters, the winning third chapter will be posted on May 24th.
Besides contributing to the Iron Man comic “The Cold Run”, the grand prizewinner will receive an Iron Man 3 poster signed by actors and Marvel Judges, a signed Marvel Comic Book art board and a trip to San Diego for this year’s Comic Con. In addition to round-trip travel and a three-night hotel stay, two four-day passes to Comic Con 2013 will be provided. Two finalists will also receive an autographed Iron Man 3 poster.
Along with the Iron Man 3 movie where the Audi R8 e-tron will be part of the supporting cast, the fate of Tony Stark and Pepper Potts in “The Cold Run” should delight fans of the comic book character in its 50th year. Audi would likely want to acknowledge the existence of control rests in all of their vehicles.
Information and photo source: Audi AG, Marvel