Spider-Man: Homecoming was one of the most anticipated summer blockbusters of 2017. The first film in the rebooted franchise swung into the hearts of audiences and critics, opening to $650 million worldwide. Critics called it "the best Spider-Man movie to date" and "one of the best superhero movies in years."
Neoganda created a multi-phased digital marketing campaign consisting of premium digital and social creative with multiple high-impact takeovers bolstered by social content. Our goal was to inform audiences that this wasn’t the same Spidey from previous films, but a Marvel driven story that stayed true to the comic books while highlighting the upgraded capabilities of the famous suit and the diversity of the magnetic cast.
To amplify the scope of the film, the banner campaign utilized six different looks during the course of the flight. Each of the takeovers leveraged different pieces of creative that pushed the cinematic elements of the film, creating a larger than life feel. For example, on opening day we took over IMDB’s homepage, building out custom motion graphic pieces that showcased the web-slinger swinging across the page to reveal a custom opening day video.
The social content brought together a series of custom videos, GIFs and cast-focused pieces that tapped into native attributes of various social platforms. The humor, high energy and youthful spark of the film was conveyed with creative targeted to fanboys, young adults and the general audience.
As the big day approached, we urged fans to buy tickets, updating all creative in real time as the spectacular reviews continued to roll in. With a 93% score on Rotten Tomatoes, Spider-Man: Homecoming was the second largest box office weekend for Sony and the #1 movie in the world for three weeks. Above all, it successfully rebooted the franchise, with the second film slated for 2019.