Northern Rail and speaker giant KEF have been secured as brand partners to support the summer UK cinematic release of Spider-Man: Homecoming from Sony Pictures.
The partnership campaign has been created for Sony Pictures UK by agency Brand & Deliver, which is also supporting global brand partnership deals with Dell, Panasonic and Pizza Hut within the UK.
Campaign activity, running throughout the summer, includes:
- Spider-Man: Homecoming branding on Pizza Hut pizza boxes and box toppers in a global campaign supported by SMS, digital and social media channels;
- On-pack promotions with Panasonic including a retail partnership with Waitrose and a Augmented Reality app;
- Cinema, OOH, print and digital video promotion by Dell with paid social and retail support in John Lewis, Curry’s and PC World;
- Northern Rail on station posters; and print, digital display and retail promotion through KEF.
Spider-Man: Homecoming, directed by Jon Watts, sees a young Peter Parker (Tom Holland) beginning to navigate his newfound identity as the web-slinging superhero, but when the Vulture (Michael Keaton) emerges as a new villain, everything that Peter values is threatened.
Ian George, Managing Director of Sony Pictures UK, says: “These are high profile brands with far reaching influence, which will play a significant role in raising awareness of the film and generating excitement among Spider-Man fans old and new.”
Ros Carmoody, Head of Partnerships at Brand & Deliver, which is retained by Sony Pictures to negotiate film partnership campaigns on its behalf, comments: “Spider-Man is an iconic franchise with multi-generational appeal. These brands give us vast scope to promote the film to UK audiences.”