Spider-Man: Brand New Day is finally out! The blockbuster film has already broken records grossing $932 million USD worldwide in its opening weekend. The Spider-Man franchise hardly needs over-the-top marketing, however promotion in the lead up to film has had heads turning.

Let’s step back and take a look at the marketing campaigns that shaped the movie’s promotion.

When AI becomes the Campaign

The Spider-Man-themed subway train, nestled amongst webs and suspended above Times Square, was none other than a hyper-realistic AI creation made by company WHY CGI. Amassing more than 100 million views on social media and tricking many into thinking it was real, WHY visualised a concept so good it had the internet buzzing. News outlets, social media platforms and marketing blogs were quick to comment on the concept, with the suspended train acting as a large digital talking point.

The uncommissioned concept was a free spout of advertising symbolising a passion project for the creators at WHY, remaining completely separate from Sony Entertainment. Nonetheless, it was a memorable piece that showcased the impact and integration of AI in modern day marketing.

Takis turns London into a Spider-Man Scavenger Hunt

Internationally recognisable brand ‘Takis’ are one of the many snack makers adopting Spider-Man: Brand New Day themed packaging. Whilst the iconic purple bag has remained the same, a Spider-Man graphic graces the front side of the four popular flavours; Fuego, Blue Heat, Nitro and Intense Nacho.

Takis Great Britain went above and beyond last week announcing an immersive scavenger in London. Twenty giant Spider-Man themed Takis bags were hidden across the city. Clues were unveiled on the brands’ social media and the hunt began at the Truman Brewery with a new location revealed every hour for twenty hours. The prize was a chance to win one years’ worth of Takis and all you had to do was scan a barcode at the location for the opportunity to win.

The activation was an instant success with many flocking to the streets of London for their chance to win, turning the Spider-Man promotion into a real-world experience for fans.

Tom Holland meets Lionel Messi

In light of the film’s release and the World Cup, the most notable and perfectly, but intentionally timed collaboration campaign was the iconic advertisement video starring main actor Tom Holland and Argentine Captain and forward Lionel Messi. The short, forty second video featured Holland playing a starstruck Peter Parker who meets the decorated player in New York City. 

With the FIFA World Cup wrapping up around the time of the video's release, the ad generated serious virality and attention sitting on over 10 million views on YouTube. The collaboration leveraged two major global fanbases and garnered peak viewership.

McDonalds keeps up to date with pop-culture

From K-pop Demon Hunters to F.R.I.E.N.D.S, to the FIFA World Cup, McDonalds never fails to collaborate with the most relevant global topics, movies and TV shows proving their undeniable presence in pop culture. 

Being one of the year's most anticipated movie releases, the global fast-food chain released a new Brand New Day-themed range to feature alongside their iconic Happy Meals.

The new addition includes either a Spider-Man-themed backpack-keychain or activity book coupled with every Happy Meal purchase. With 12 backpack designs up for grabs (or a book if you’d like), the new range is an exciting surprise suitable for every preference.

With the rise of bag clips, belt clips and charms over recent years, the new array of keychains are both a timely and unique campaign for the film's promotion keeping the movie relevant and visible amongst society.