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.
