By Claire Reilly

TCL is embarking on an extensive marketing campaign to promote its line-up of flat panel TVs, leveraging a tie-in with Marvel’s Iron Man 3 film to gain exposure for its brand.

The Chinese home entertainment and whitegoods brand has sealed a deal that will see its products feature in Iron Man 3, including the brand’s 110-inch, 4K Full HD 3D LCD TV which is used by the eponymous Tony Stark in the film.

TCL is also rolling out Iron Man imagery across its point of sale and conducting consumer promotions in Harvey Norman and Betta retail stores to promote the association with the film. In total, the campaign is being billed as TCL’s “biggest single quarter of marketing activity” with a local marketing spend in the region of $1 million.

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Speaking about the Iron Man 3 tie-in, general manager of TCL Electronics Australia Sunny Xiang, said this campaign was “especially significant” for the Australian market.

“Our local retail partners have been excited by our range and like our vision and commitment to the market,” said Xiang. “A campaign like this adds an important third element, as it also demonstrates to them that we can be exciting marketing partners too, delivering something compelling on the floor that will excite consumers and give them more reasons to consider and purchase a TCL TV.

“We have worked closely with some of our retail customers on specific campaigns to coincide with the movie release. As such we are confident that this tie-in to Iron Man 3 will not just increase and improve our brand recognition, but will importantly also deliver increased sell-through.”

At a retail level, the brand is running two promotions through Harvey Norman and Betta Stores Retail. Customers who purchase the TCL E5000 Smart 3D TV from Harvey Norman will receive a $75 Harvey Norman gift card, while customers who purchase a E5000 or V7300 Smart 3D TV will receive an Iron Man pack, including a popcorn machine, an extra pair of Active 3D glasses, and a Blu-Ray copy of Iron Man 2.

The promotions will be rounded out by a digital campaign — including a treasure hunt for Iron Man suits hidden around the country with clues provided via social media — as well as a TVC that will air from mid-April through until May.

TCL's new point-of-sale on display in Harvey Norman (click image above to see a larger size).