Spider-Man: Into the Spider-verse – There’s a Hero in All of Us

Sony Pictures Home Entertainment, a media company, increased hype and DVD purchases of Spider-Man: Into the Spider-Verse in the US by getting eight of the top Twitch streamers to feature its characters in their gameplay.

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...

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