Campaign details
Brand: Spider-Man: Into the Spider-verseBrand owner: Sony Pictures Home EntertainmentAgency: Universal McCannMarket: US
Executive summary
Our strategy for the Spider-Man: Into the Spider-versehome entertainment release was born from a data-led insight that revealed gamers as a lucrative audience. Working with the IPG Lab, our innovation and trend division, we applied a creative approach to recruiting top gaming influencers, bypassing platform sponsorship markups by working directly with the talent. These esports mega-celebrities simultaneously embodied our characters, reignited the love for the film and delighted their fans with never-been-seen elements. As a...