Sony Pictures has partnered with Dell to feature the upcoming movie Spider-Man: Homecoming in a 360-degree global marketing campaign, activations among other activities.
The new partnership will integrate Dell’s new Inspirion 15 Gaming laptop as well as its popular XPS 13 2-in-1 computer into the film’s storyline.
It will also include a full-scale marketing and promotional campaign that would include a TV spot, cinema, print, digital advertising, out-of-home placements and consumer engagement activations that will feature both Dell and Spider-Man: Homecoming throughout the summer.
A highlight from the campaign is a television ad that would feature new Spider-Man content created with Jon Watts, the director of the movie.
The TV spot that will feature Peter Parker daydreaming in class about an epic battle between Spider-Man and the Vulture will air on TV networks in the U.S. on June 26. It will also air on TV, online and in theaters in the U.K., China, Brazil, Japan, Australia and Mexico later this summer.
Another promotional element will include interactive billboards in Times Square, which will enable consumers to play the Spider-Man Scramble game.
During the live video game, consumers will use their mobile phones to race to the top of a New York skyscraper via the billboards. The live video game experience will be live on Clear Channel Outdoor’s digital billboard on Broadway from June 30 to July 1 and July 7 and 8.
The agreement will also see Dell collaborate with Sony Pictures Virtual Reality on “Spider-Man: Homecoming VR,” a new multi-platform promotional VR experience based on the film. The new experience will allow players to suit up as Spider-Man, hone their web-shooting skills and sling above New York City in pursuit of the Vulture.
The VR experience will be available across all major VR platforms beginning June 30.