'Spider-Man 3' Promo Partners Kick in $100 Million

Icv2.com is reporting that companies running Spider-Man 3 promotions are spending at least $100 million in media alone. Promotional partners running ads featuring Spider-Man include Comcast, 7-Eleven, General Mills, Kraft, Wal-Mart, Burger King and more. Much of the creative for these ads is being produced in-house by Sony.

Burger King is running both a scratch and win game for adults (players scratch off a red or black Spidey to reveal prizes, which include a Maserati and a $1 million American Express gift card), and Kids Meals with ten different Spidey toys for kids, both supported by media.

General Mills advertising will support some of the 20 brands that will carry Spider-Man 3 branding on 100 million packages.

Kraft will also be putting Spider-Man images on products, including Capri Sun, Ritz Bits, and Kraft Mac and Cheese.

Mass merchants are getting exclusive products. Target will offer an exclusive Spider-Man 3 DVD bonus disc that will carry the winning Webisode from submissions using Spider-Man action figures. Toys R Us has an exclusive Spider-Man gift card program. Wal-Mart is getting an exclusive carbonated beverage from Cott's, according to Brandweek.