exclusive: sony pictures is unveiling the biggest promotional campaign to date during the pandemic for any major studio-wide release with spider-man: no way home; global brand marketing value of $202 million and a reach of more than $1 billion.
While that dollar figure is the second-highest for a Sony Webslinger movie after 2019’s Spider-Man: Far From Home, which touted $288 million in media value, it’s more than double the promotional push for $100 million everlasting from disney, which was previously the highest for an mcu movie this year.
the most lucrative anchor of any promotional campaign is an automotive partner, and this time sony has hyundai for spider-man: no way home, taking the parking spot of audi, which was the clue. vehicle brand for spidey in the last two movies. hyundai motor’s new ioniq 5 and new tucson make their hollywood debut in spider-man: no way home with an integrated marketing campaign including a global tv commercial, directed by photo’s jon watts and starring tom holland and Jacob Battalion. there is also a variety of digital promotional activities at all dealerships, online, social media and stunts in 35 global markets. Hyundai also made an appearance at Monday’s world premiere in Westwood.
However, a big twist here in the promotional push for spider-man is sony’s big impact on the online, social and gaming community. Sony has been cashing in on talking to this sector for quite some time, attributing the over-indexed performance of Blake Lively’s surface ads to digital ads being clicked with millennials (that 2016 photo opened to $16.8 million nationally and grossed over $119 million ww).
but if you want to reach a lot of people around the world, there is no better partner than tiktok, which has a community of more than 1 billion. tiktok featured the live stream on Monday’s premiere, but there were also locations in the movie, as well as the launch of the daily bugle tiktok account with exclusive custom content and justmaiko, a tiktok creator, who makes a cameo in the movie . tiktok is also finding ways to increase fan engagement with the portal effect of no way home, soundtrack videos featuring michael giacchino’s movie soundtrack. Social media analytics firm relishmix reports that no way home already has 50 billion video views on tiktok, with the photo account boasting 334.5,000 followers, while daily bugle has more than 923,000.
Heading into opening weekend, which is looking for $150 million-$200 million domestic after an anticipated $100 million first day, spider-man: no way home boasts 1.23 billion followers on social media social views on youtube, instagram, facebook and twitter by condimentomix. That social media swath tops 1.1 billion Spider-Man: Far From Home as well as December’s previous event movie releases Star Wars: The Last Jedi (795.6 million social media universe, $220 opening million) and 2019’s Star Wars: The Rise of Skywalker (669 million social media universe, $177 million opening). youtube is spider-man: no way home’s the most important engine in social networks with 792.5 million views, +91.3 million views from far from home. Plus, we can’t ignore the huge footprint of the cast of No Way Home: Zendaya adds 152.4M to the mix with a cast of 253.9M, which is just 21% of the total 1.23B SMU. Activation levels are strong, especially for Tom Holland at 57.8m, Jon Favreau at 8.4m, Jamie Foxx at 26.9m, Marissa Tomei at 2.7m and Benedict Wong at 522k.
Another global partner is the online video game fortnite, which has more than 400 million registered accounts. Fortnite introduced MJ, as well as two new Spider-Man outfits from Spider-Man: No Way Home, plus several new Spider-Man-themed updates to the game. Peter Parker and MJ also introduced the in-game Fortnite “Winterfest” celebration for players around the world.
Another global partner is premium electronics brand asus: republic of gamers (rog). Asus is featured in several scenes in the film, including Ned’s laptop. the brand also supported the sequel with an “enhance your gaming experience” campaign with billboard and public transport ads, print ads, online, e-commerce, social media and retail presence in 20 global markets.
pubg mobile, one of the world’s best mobile games with over 1 billion cumulative downloads worldwide, created fully immersive integration of spider-man with in-game props and avatars as a non-player character. The campaign is supported by online ads, personalized digital ads, in-app banners, social media, a live streaming tournament, and global press coverage in 26 global markets.
side, spider-man: no way home represents the first motion picture marketing partnership for liberty mutual insurance. television and digital ads are broadcast nationally, and they created a stunt in new york transforming a local newsstand into the daily bugle with the distribution of a limited edition real world daily bugle newspaper to give readers an idea of the fictional destruction that looms over new york in the sequel. liberty mutual will also transform the front page of the new york post.
us beverage partner for the film directed by jon watt is g fuel with its new sugar-free energy drink, g fuel radioactive lemonade. The sequel appeared in limited-edition packaging available in three new Spider-Man suit designs, all of which appear in the film.
no way home’s multi-market partners include xiaomi, one of the world’s leading smartphone electronics companies that has established the aiot (ai+iot) consumer platform. are launching an imaging campaign fueled by digital media support and retail presence in 33 international markets.
kids smartwatchimoo, known for its advanced communication and security technology, had a 360-degree marketing campaign that includes outdoor, television, digital and influencer advertising, as well as a retail presence campaign linked to its new smartwatches.
tire manufacturer
continental had their “superhero grip” commercials with tv & cinema ads, outdoor, online and video ads, print, social media with retail presence in 5k locations. the German premium tire manufacturer also leveraged existing relationships with sporting events that took place during the fall season to further boost the campaign in 22 international markets.
Juice brand tampico, which is dominant in the Latino and Hispanic territories with distribution in more than 50 overseas territories, launched an on-pack campaign with more than 30 million themed bottles in eight flavors and a store presence in more than 200k locations.
other partners around the world include but are not limited to: dr pepper, crush orange, kfc, papa johns, pepsi, 7-eleven, the icee company, rappi, giraffas, go henry, vital premium water, skittles, butterkist , popz, qq, english culture, chunghwa telecom and grab.
“We’ve partnered with some incredibly innovative brands, each bringing a fresh and creative approach to pushing the boundaries of how fans interact with Spider-Man and creating cultural moments that can be experienced and shared globally.” “. jeffrey godsick, executive vice president of global partnerships and brand management and head of location-based entertainment at sony pictures says deadline. “As technology continues to evolve, so does our approach in working with new and traditional brands to create innovative and game-changing marketing campaigns that are at the forefront of social conversations and engagement.”
