To mark the launch of Sony Picture’s Spider-Man: No Way Home, we launched an integrated campaign that broke the internet
As box office smash ‘Spider-man No Way Home’ swung its way home entertainment services, Sony teamed up with PLAY to deliver a PR, social and influencer strategy that built on the mammoth success the film saw on its theatrical release.
Our joint campaign saw the recreation of the three-way Spider-man meme with Tom Holland, Andrew Garfield and Tobey Maguire, fresh dance routines using Diversity’s Perri Kiely, a Spidey-suit clad Mason Mount, and Mumsnet partnership, and a press campaign utilising EPK footage.
The campaign contributed to Spider-Man: No Way Home being the #1 digital download title of all time, and half a million sales in its first week.
Winning a 2022 base award and nominated for PR Week 2023’s ‘Best integrated Campaign’.
@perri.kiely Look out, here comes the #SpideyDance Join the challenge, grab a friend, & show me your web slings… Now, let’s see yours @Jordan Banjo & @Starr Angel Kiely 🕸️ #SpiderManNoWayHome is available NOW to download & keep. @sonypictureshomeent.uk #dancechallenge #SpideyDance #Ad ♬ Spider Man No Way Home Official Remix - Sony Pictures Home Ent UK
5.1 million total views ✳︎