Reese's is calling its promotion around Iron Man II, "Part Chocolate. Part Peanut Butter. All Hero." The effort includes ads, on-pack, instant-win promotions dangling a chance to be a walk-on in a
future Marvel film, a contest among MIT biz students (Tony Stark, aka Iron Man, went to MIT, ostensibly).
Among other sweepstake rewards, a trip for two to visit a Marvel film set, a trip for
two to attend a Marvel film premiere and 100 third runners up will receive a Sega Iron Man 2 video game.
On campus, MIT MBA students will have to figure out a way to generate awareness for the
promotion online. The digital marketing competition has two teams of three students competing to see which team can drive the most fans to www.reeses.com/ironman2. Iron Man will also be feautred in a
national television commercial airing through May 2, 2010.