EXCLUSIVE: This is just beginning for Spider-Man: Brand New Day as Sony is already beating its own records yet again before the Marvel Studios co-production opens this weekend to what’s expected to be $470MM at the global box office. The Culver City lot’s latest promotional campaign for the Destin Daniel Cretton-directed sequel counts a worldwide media value of $309M, which is by and large an all-time record for any Hollywood film, outstripping Sony’s previous $288M promo partner campaign record set by 2019’s Spider-Man: Far From Home.
Note that the media value here on Brand New Day doesn’t count any monies from licensing partners, which is often the case in other studios’ reported promotional partner campaigns. When it comes to Spider-Man, Disney has licensing and merchandise rights.
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Quite often for a studio on a tentpole film, it’s a chance to dynamite a demographic that might be slow to attend, i.e. women under 25. But in the case of Spider-Man, it’s “a true 8- to-80-years-old movie, it’s for everybody,” Sony EVP of Brand Strategy & Global Partnerships Jeffrey Godsick tells Deadline. As such, a studio casts a wide net to hit everyone: young, old and families.
“When you have a collection of partners like this, you’re able to speak to different constituencies, instead of igniting one demographic” adds Godsick. “We try to speak to all in different ways.”
For those partners involved, it’s not just about spiking sales, rather being involved with a cultural moment such as Spider-Man: Brand New Day, which will deliver viral moments. Social media analytics firm RelishMix reports that Spider-Man: Brand New Day already has a social media universe reach across TikTok, YouTube, Facebook, X and Instagram of 2.86 billion. That’s an all-time record figure recorded by the firm, ahead of Avengers: Endgame (2.4 billion) and Avengers: Infinity War (2 billion) and 3.2x above 26 different superhero genre norms across all social media platforms combined. The social media power of the cast here is akin to the batting power of the 1931 New York Yankees, with Zendaya at 216M fans, Tom Holland at 70M followers and Jon Bernthal at 5.3M fans, they’re marketing steam rolling from The Odyssey to Brand New Day.
Of the 165 brands in Brand New Day‘s promo partner campaign, four of them are making cameos in the film as product placement: Spider-Man eats Little Caesars pizza, uses a Samsung phone and ASUS computers, walks around a city where there’s myriad BMWs driving around or parked and walks into a bodega that’s selling Liquid I.V. drink mix. Those brands working with Sony the first time include Liquid I.V., Samsung, Takis flavored snacks, and soft drink poppi.
Here’s a rundown of some of the prolific partners who’ve teamed with Spider-Man: Brand New Day:
Little Caesars already has spiced its tie-in with Brand New Day. It has an all-new Webberoni Pizza, which is served in a Spider-Man inspired pizza box, but get this: Even used boxes have become collector items going for $100 on eBay. In addition, Little Caesars celebrated Peter Parker’s New York roots by re-creating his apartment from the film, which clocked a massive 20,000 RSVPs. Little Caesars is the U.S. fast-food partner, while McDonald’s has international. Together, they lead the majority campaign value on Brand New Day, followed by Samsung and BMW.
As a global partner, Samsung Galaxy is pushing its Galaxy Z foldable series and Galaxy Watches in conjunction with the film. There also was the launch of the Spidey Tracker, which Jacob Batalon’s Ned Leeds uses in the movie. Batalon’s Ned also appears in a cinematic TV spot, with the extended campaign spanning digital, social, out-of-home and live fan activations.
BMW, another global partner with the pic, weaved its all-new Neue Klasse model BMW iX3 and BMW 5 Series Sedan into Brand New Day‘s story. BMW’s global campaign also included a custom shoot with the iX3 in a piece called “Big Screen.”
Liquid I.V., the hydration drink mix, has a global collaboration that features a full 360-campaign including limited-edition co-branded packaging with nationwide retail distribution, an integrated appearance in the film, custom social and influencer content, an experiential activation in NYC (a climbing wall), a commercial featuring Batalon as Ned Leeds from the film and more in a campaign that called consumers to “step into their superhero era” throughout the summer with faster hydration than water alone. The demo here is under-35 moviegoers, whichrepped 85% of the Spider-Man: No Way Home opening weekend audience in 2021, per Screen Engine/Rentrak’s PostTrak.
Fortnite is welcoming Spider-Man back today with the Spider-Man: Brand New Day Outfit — inspired by all three cinematic Spider-Men — alongside The Punisher Outfit, letting players take on unrelenting vigilante Frank Castle. Plus, Web Shooters are back in the game, and there’s a Friendly Spider-Man NPC (non-playable character) and an in-game Web Shooter Hour. Ahead of the launch in the Fortnite Shop, players can watch a never-before-seen clip from the film in-game and on Fortnite’s YouTube, introduced by Holland. Target demo here also is younger moviegoers, read Fortnite‘s audience typically apples to those over 13. The 13-17 bunch on No Way Home represented 17% of the first weekend’s attendees.
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Pubg Mobile is one of the top mobile games with over 1 billion accumulated downloads worldwide. It has a fully immersive Spider-Man: Brand New Day integration with in-game props and avatars as a non-player character. The campaign is composed of online ads, custom digital spots, in-app banners, social media, a livestream tournament and premium billboard placements including New York’s Times Square as well as such key territories as London, the Philippines, Malaysia, Turkey, and Egypt. The campaign is further amplified through global press coverage across 26 global markets.
Takis, had a viral stunt in NYC whereby myriad snack bags were attached to walls around the city by cobwebs; the conceit being that only Spidey was able to grab them. It’s the first global feature promo campaign for the Barcel USA brand with a splash across 57 countries. The partnership features limited-edition Spider-Man inspired packaging on Takis flavors and is supported by a 360° marketing push with fan activations, influencer partnerships, retail programs, and movie ticket incentives throughout the summer and back-to-school season.
Asus computers’ Republic of Gamers (ROG)is featured in several scenes in the film. The brand supported Spider-Man: Brand New Day with a “Brand New Power” campaign with billboards and public transportation ads, print, online, e-commerce ads, social media and retail presence across 20 global markets.
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Prebiotic soda brand poppi launched a limited-edition 4-packs Stateside featuring custom Spider-Man: Brand New Day-inspired can designs across flavors like Wild Berry, Cherry Limeade and the brand-new Lemonade in stores nationwide.
Synchrony Bank is a frequent Marvel Studios partner, and Brand New Day is tub-thumping its “Save Like a Hero” campaign via nationwide custom spots, banners and social media encouraging consumers that smart savings are within their reach when Synchrony Bank helps them reach their savings goals.
McDonald’s is pushing 12 exclusive mini-backpack keychains in a Happy Meal promotion spanning 80 international market. That type of collectability is typically the catalyst for a surge in Happy Meal sales. While the campaign targets families, there’s 13 different markets that are aimed at adults. The slogan here is “Great Power Awaits,” emphasizing the empowering feeling that Happy Meals bring to children channeled through Spider-Man. The multi-market rollout is boosted by advertising, social and retail activations.
Another international brand on Brand New Day is Scoot, a subsidiary of Singapore Airlines, which operates a fleet of more than 60 aircraft to 80-plus destinations across 18 countries and territories in the Asia-Pacific, the Middle East and Europe. Its collaboration, which extends to key markets in Asia-Pacific, features two themed aircraft decked out in special decals and headrest covers within its interior, features co-branded merchandise as gifts with purchase on board, music from the sequel and a welcome announcement from Spider-Man. Scoot’s push includes out-of-home advertising, digital, social media, content creators and traditional media publicity.
Other partners on Brand New Day around the worldinclude but are and not limited to Oasis, AG Barr, Tampico, AA, Kayak, 7-Eleven, Irwin’s Bakery, Seoul Sky, Rollover, KitKat and Batchelors.
“The record-breaking partnership campaign for Spider-Man: Brand New Day is a testament to what’s possible when incredibly innovative brands invite fans to engage with one of the world’s most beloved characters in fresh and inventive ways,” says Godsick. “The creativity, ambition, and collaboration behind the campaign enabled audiences around the world to authentically connect with Spider-Man, creating cultural moments that extend the excitement for the film far beyond the big screen.”
