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When an estimated 40.6 million people piled in to theaters to watch Iron Man II last summer, they filed back out knowing what kind of wheels a kick-ass tech billionaire like Tony Stark drives. Lamborghini? Nope. Lotus? Get with it, dude. Tony lays rubber in an Audi R8 Spyder.
This coup of product placement was just part of an all-fronts marketing assault led by Scott Keogh, the man behind everything from Audi’s 2010 Winter Olympic sponsorship to this year’s Super Bowl ad—notable for being the first ever to use a Twitter hashtag.
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