The Challenge
Sony Pictures UK needed audiences back in cinemas for Spider-Man: Brand New Day, new fans and longtime followers alike. That meant building anticipation across a fragmented audience, film fans, families, sports fans, lifestyle and art communities, without losing what people already loved about the franchise.
The Approach
We ran the full influencer strategy: curating junket nominations across every digital outlet and creator involved, building the creator guest lists for the UK premiere and multimedia screening, and managing asset seeding throughout. The creator mix, spanning film, family, art, lifestyle and sports, was a deliberate segmentation play, each vertical built to reach a different pocket of the fanbase rather than one broad audience.
March: A Trailer & A Moment
The campaign opened with the official trailer syndication, pulling 718.6M views and 74 pieces of dedicated UK press coverage in its first 24 hours. Ahead of the global reveal, UK creator Dylan Hughes shared an exclusive early clip to build anticipation before the wider drop.
May: A Seat At The Table
In New York, we secured a content day with Zendaya, recording an appearance on The Girls Bathroom, a popular female-focused podcast, alongside social cutdowns across YouTube, Instagram and TikTok.
June: Momentum Builds
As tickets went on sale, four dedicated Spider-Man creators, AndrewsVisual, Bella Prichard, Such Polina and Freja O'Neill, helped drive urgency across social. A new trailer followed, and we sent Melissa Maddock and Alice Pixels to its launch event in Amsterdam, where they joined the media line alongside Tom Holland and Zendaya.
June: The London Junket
We brought together Tom Holland, Zendaya and Jacob Batalon with five of the UK's biggest social-first outlets, Jeremy Lynch, JOE UK & IE, LADbible, MTV UK and BuzzFeed UK. The junket alone generated over 414M views.
July: Reaching Every Corner Of The Fanbase
Our core influencer push ran in parallel across film, family, art, lifestyle and sports creators, bringing in a further 12.8M views, alongside standalone moments including a World Cup shirt activation and an exclusive filmmaker event in LA.
Release Week: The Finish Line
A fan event at HMV Oxford Circus, a multimedia screening for press and creators, and a UK premiere with a curated guestlist of 26 creators spanning lifestyle, film, fashion and comedy brought the campaign home with a wave of red carpet coverage.
The Outcome
This was a publicity and creator campaign built to drive ticket sales among new and returning audiences, leaning into what people already love about the franchise. Like any theatrical release, that's measured through earned attention rather than a trackable sales number: 718.6M trailer views and 74 UK press pieces in the first 24 hours, 414M+ views from the junket alone, and 12.8M+ from the core influencer push. The film went on to receive five-star reviews from The London Standard and The Sun, and four stars from Empire, The Telegraph, NME, Metro, Daily Express, Digital Spy and Gamesradar+.
This is what five months of earned attention looked like for one of the biggest releases of the year!
