EXCLUSIVE: After posting a $185M 6-day opening record for both Sony and the Independence Day holiday stretch, Spider-Man: Far From Home’s promotional media campaign also set an industry recor…
touts the largest multi-tiered promotional campaign ever compiled for a motion picture. It also breaks the studio record for number of on-package exposure reaching 2.1 billion with retailer activation at 1.7M locations.
The wide-ranging campaign promotional partners have activated their support via multiple channels, such as 40+custom TV spots, stunts, social, activations, and more. The program created a 360-lifestyle experience for fans to interact with the franchise, where Spider-Man can be seen on Papa John’s pizza boxes, flying in the safety video on United Airlines, on over 500M Dr Pepper cans and bottles, and inside Burger King meal boxes.
“This campaign has drawn big promotional commitments with some of the world’s most iconic global brands,” said Josh Greenstein, President of Worldwide Marketing & Distribution. “The global team led by Jeffrey Godsick has assembled not only the biggest-ever campaign for Sony Pictures and, but for any motion picture. This is unprecedented reach with highly creative, event-level promo stunts.”
“There is an accessibility and cool factor that makes Spider-Man the greatest superhero in the world, and we embraced this by working with promotional partners to not only break records, but more importantly to create breakthrough creative executions,” said Godsick, EVP of Brand Strategy and Global Partnerships. “Each promotional partnership program delivers at least one publicity or marketing extension that gives fans a more immersive and interactive experience, or something never done before.
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