Man of Steel (film)

Marketing
In September 2008, a website for the fictional LexCorp was launched. The teaser trailer was released online in November and was included on the home video release of The Dark Knight. Inspired by The Dark Knight marketing campaign, the LexCorp website launched a scavenger hunt, instructing fans to find pieces of kryptonite at certain locations in major cities throughout the United States and to take photographs of their discoveries. Those who sent photos were mailed a copy of the fictional newspaper The Daily Planet, which included a new photo of Superman.

In April 2009, a theatrical teaser was released on the film’s website and was included on the home video release of Yes Man. The trailer was attached to Fast & Furious, 17 Again, Obsessed, Angels & Demons, and Star Trek. A six-minute preview of the film was shown at IMAX screenings of Star Trek.

Lexus promoted the film with its hybrid and electric vehicles. Other marketing partners included Burger King, Domino's Pizza, Expedia, Dr Pepper, Hershey's, General Mills, IBM, Lunchables, 7-Eleven, and BlackBerry. Mattel, Lego, Sideshow Collectibles, Topps, Diamond Select, Hallmark Cards, and Cartamundi all sold products. Random House, DC Comics, Scholastic, and DK published books. A tie-in video game was released on October 27, 2009, for Microsoft Windows, Nintendo DS, PlayStation 3, PlayStation Portable, Wii, and Xbox 360.