The release of “Spider-Man: Across the Spider-Verse” on June 2, 2023, has created a buzz among fans worldwide, and Indian fans are particularly excited to see their beloved superhero on the big screen. Capitalizing on this opportunity, numerous brands have formed partnerships with the movie, aiming to leverage its popularity.
Some brands have introduced new product lines inspired by the film, while others have redesigned their packaging to feature Spider-Man. The first installment of the Spider-Verse animated franchise was a massive success, grossing over USD 380 million at the box office and becoming the highest-rated Spider-Man movie on Rotten Tomatoes. Spider-Man Across The Spider-Verse day 4 box office was the second-highest opening weekend of 2023 in the US. The film has a net collection of ₹18.84 crores in India
With the new release already achieving the second-highest rating for a feature film, the anticipation among enthusiasts was immense, requiring a robust marketing strategy to match Spider-Man’s web-slinging prowess. Let’s explore how brands are implementing moment marketing.
Hyundai Motor
Hyundai Motor Company and Sony Pictures teamed up again for “Spider-Man: Across the Spider-Verse.” The animated film will feature a flying version of Hyundai’s Prophecy concept EV model, showcasing its future mobility vision. This collaboration is part of a global marketing campaign highlighting Hyundai’s IONIQ all-electric vehicles. The partnership began in 2020 and has previously showcased Hyundai’s vehicles in films like “Spider-Man: No Way Home” and “Uncharted.” The new movie is the sequel to the award-winning “Spider-Man: Into the Spider-Verse” and will showcase the ‘Flying Prophecy’ along with other innovative designs.
Burger King
To celebrate the release of “Spider-Man: Across the Spider-Verse,” Burger King has launched a special menu that pays tribute to the movie. Among the offerings is the Spider-Verse Whopper, which stands out with its vibrant red bun. The burger includes a quarter-pound beef patty, Swiss cheese, and all the traditional Whopper fixings. The red bun is adorned with black sesame seeds, embracing the Spider-Man theme. This limited-edition menu is available at select Burger King outlets from May 15 to June 21, 2023, allowing fans to immerse themselves in the “BK-Verse” and enjoy a Spider-Man-inspired culinary experience.
Zomato
Zomato, India’s leading food ordering and delivery platform, has achieved a groundbreaking integration within the highly anticipated Hollywood film “Spider-Man: Across the Spider-Verse.” This marks the first-ever in-film integration of an Indian company in a Hollywood movie, showcasing Zomato’s brand name at a significant moment in the film. Sony Pictures Entertainment India plans to increase the screen count for the new Spider-Man movie compared to its predecessor, “Spider-Man: Into the Spider-Verse.” As part of their campaign, Zomato has transformed Spider-Man into a delivery executive, as seen in a video delivering customers’ orders. The video showcases people’s excitement, shock, and enthusiasm as they receive their food from the iconic superhero.
Paytm and BookMyShow
As part of the #SpidermanInMumbattan campaign, additional brand collaborations came in into the marketing strategy. BookMyShow, an online ticketing company, and Paytm, a payment company, joined in with their own Spider-Man-themed creatives. BookMyShow provided special offers and promotions related to ticket bookings for “Spider-Man: Across the Spider-Verse,” while Paytm offered Spider-Man-themed digital payment features.
Nike
Nike is incredibly excited about the upcoming release of “Spider-Man: Across the Spider-Verse” and has unveiled a range of sneakers that pay tribute to the web-slinger. Alongside a collaborative Air Jordan 1, the footwear brand has introduced various inline colorways that bear a striking resemblance to Spider-Man. The Air Max Plus 3 is another example of this unofficial homage, featuring a design that closely resembles Miles Morales’ iconic suit. Nike’s offerings allow fans to showcase their love for the superhero through stylish and visually appealing footwear options.
Fortnite
Spider-Man’s presence in the popular game Fortnite continues with the introduction of the Spider-Verse Web-Shooters. These iconic gadgets return with a fresh look inspired by Miles Morales and are now known as the Spider-Verse Web-Shooters. In Fortnite Battle Royale, players can utilize these web-shooters during the Week 11 Quests, which offer XP rewards. Additionally, completing one of these quests grants players the Silk & Cologne (EI8HT version) Lobby Track. This special Lobby Track features a song from the highly anticipated film, “Spider-Man: Across the Spider-Verse.” This collaboration not only enhances the gaming experience for Fortnite players but also generates excitement and anticipation for the upcoming Spider-Man movie.
Shony Panjikaran, General Manager & Head, Sony Pictures Releasing International (India) in a press release said, “‘Spider-Man: Across the Spider-Verse’ has been creating a lot of buzz in India with multiple milestones, including a first-time ever 10 language theatrical release, and a collaboration with Indian cricketer Shubman Gill for the voice of Indian Spider-Man”.
