When you have a film as anticipated, acclaimed, and globally adored as Academy Award winner Spider-Man: Into the Spider-Verse, marketing its sequel requires new rules and an unprecedented boldness.
Our team's mission was clear: to propel Spider-Man: Across the Spider-Verse to new heights. We aimed to shatter previous marketing standards by fully embracing cutting-edge digital technologies while staying true to the message of our beloved film. In doing so, we also wanted to generate excitement and anticipation for the sequel, while also engaging fans across various platforms worldwide.
Our goals were specific: maximize trailer views, ignite social media buzz, cultivate community engagement, and ultimately drive box office success. With a focus on innovation and strategic partnerships, our aim was to elevate the Spider-Verse brand and solidify its position as a cultural phenomenon.
We orchestrated a multi-faceted approach to bring our vision to life by:
- Exclusive Trailer Launch: Partnering with YouTube to be the first movie studio to create a global YouTube Afterparty. This program gave premium members unprecedented access to exclusive film content immediately following the release of the trailer; surpassing YouTube's engagement benchmarks with 32.5 million views.
- AI Spidersonas: Pioneering a generative AI engine, that enabled fans worldwide to create 1.5 million personalized Spidersonas, fostering inclusivity and global participation.
- SMS Engagement: By creating a fan embassador program called the Spider Society (powered by Community and Meta) that allowed us to deliver exclusive content and rewards to out most devote fans; driving engagement levels to new heights.
- Smart Home Integration: Launching an Amazon Alexa Theme centered around Miles Morales, that seamlessly incorporated Spider-Verse into users' everyday activities, delivering custom content and leaving a memorable impression.
- Community Collaboration: Teaming up with Tongal creators, we engaged a global community of artists to expand the Spider-Verse, resulting in a visually dynamic UGC trailer recreation that garnered 8 million impressions.
- Influencer Marketing: Partnering with 170 creators from 40+ countries, including kid influencers like Tariq, we hosted an exclusive screening generating over 53 million impressions and positive sentiment.
- TikTok Growth: Strategically leveraging TikTok, we rapidly grew our follower base from zero to 1.5 million followers and over 19 billion views on the #SpiderVerse hashtag. We utilized TikTok to actively engage our established fan base and captivate new followers. Our approach centered around providing fan-centric content and participating in trending discussions. Additionally, we introduced innovative CapCut templates that garnered widespread adoption among thousands of users. Through a collaboration with TikTok's flagship account, boasting an impressive 79 million followers, we orchestrated a stunt involving comment responses and reposts. Spider-Man: Across the Spider-Verse effectively sparked an organic trend on the platform, as seen with the "Canon" trend, creating a significant moment with more than 690,000 videos uploaded under the associated sound.
Challenges were met head-on, including coordinating diverse initiatives and ensuring authenticity in engagement, resulting in a cohesive and impactful campaign.
The results of our campaign exceeded expectations, meeting and surpassing our goals in ways we couldn’t have imagined! With 32.5 million trailer views, 1.5 million Spidersona creations, and 8 million impressions for the trailer recreation, we successfully generated widespread excitement and engagement on a global scale. Our SMS engagement strategy proved highly effective, as the Spider Society reached new hieghts, amassing the largest following of an entertainment brand ever on Community.
Additionally, our TikTok account experienced rapid growth, reaching 1.5 million followers from its inception and over 19 billion views under the #SpiderVerse hashtag. Influencer partnerships and social media buzz also contributed to our Box Office revenue of $682 million worldwide, showcasing the success of our efforts in driving audience excitement and engagement for Spider-Man: Across the Spider-Verse.
