Since the debut of the first Iron Man movie in 2008, Audi has been one of the leading partners in the franchise, with the company's cars figuring prominently in the film. The collaboration with Marvel continues with the latest installment in "Iron Man 3." To commemorate the tie-in, Audi shipped an R8 e-Tron prototype from Germany to the film's VIP screening in London to appear alongside the stars of the movie, Robert Downey Jr, Rebecca Hall, Ben Kingsley and Don Cheadle.
In addition to the R8, the Audi S7, A8, S5 and Q5 will all be making cameo appearances in the film, with Stark's girlfriend Pepper Potts, played by Gwyneth Paltrow, driving an S7.
Audi is also collaborating with Marvel on an online contest dubbed "Steer the Story" in which contestants can submit comic panels to be considered as part of the final panel of the Audi and Iron Man special-edition e-book. There will be three chapters and voting periods in which fans can vote on submitted panels through their mobile devices, tablets or computers. The submission period for the final panel runs from April 22 through May 3. Full contest details and rules are available at www.steerthestory.com.