[Case Study] Spider-man: No Way Home

Digital Marketing Mobile

Since its release in December 2021, Spider-Man: No Way Home has kept breaking box office records. It has grossed $1.53 billion worldwide, cementing its place as the eighth-highest grossing movie ever at the global box office, as of 9 January 2022.

Sony Pictures Entertainment Malaysia used FreakOut Richmedia for the promotion of this worldwide hit movie in Malaysia.

Company Information

Sony Pictures Entertainment (SPE) is a subsidiary of Tokyo-based Sony Group Corporation. SPE’s global operations encompass motion picture production and distribution; television production and distribution; digital content creation and distribution; worldwide channel investments; home entertainment acquisition and distribution, operation of studio facilities; development of new entertainment products, services and technologies; and distribution of filmed entertainment in more than 130 countries.

Challenge

Campaign objective is reach out to all Spider-man & Marvel fans, create awareness to Ent-thusiasts, Comic Fans & Franchise Fanatics, as well as Gamers & Streamers, Action Movies, and Sports.

Sony Pictures has strict regulations on the movie asset. In order to create a nice and appealing format that suits the movie, we are proposing to use the Dr Strange portal with Spider-man coming out from the portal; this also shows the multiverse involved with the help of Dr Strange opening the portal. The portal element added a strong identity to the movie Spider-man: No Way Home. 

With the above idea execution, Sony Pictures believed high CTR and awareness/engagement can be achieved by using these formats, also to create the hype and excitement of the movie.

Execution

We ran FreakOut Richmedia ads for about 4 weeks before and after the movie’s release, using Epicenter, Rotating Sticky and Hide & Seek formats. To attract users’ attention, we displayed Spider-Man animation as users scrolled through the articles. After the animation completed, a rich media banner appeared, in which the movie trailer played.

In terms of media strategy, we focused our advertising on premium media in the entertainment, lifestyle, sports, and gaming categories.

Results

The booked impressions and campaign budget were fulfilled within the campaign period with 3 ad formats of Epicenter, Rotating Sticky and Hide & Seek. Overall, the campaign achieved a CTR performance of 4.88%, engagement rate achieved 24.06% on the hide & seek format which above the CTR benchmark of 1%.

Testimonial

“We were excited when this rich media creative was conceptualized for us.

The portal appears with the Spider-man in the gif not only enable engagement but also allow viewers to create excitement and hype to watch the movie. This resulted in high engagement of the users and high CTR. We are really happy with the outcome!”

Catherine Chai, Senior Marketing Manager of Sony Pictures Entertainment Malaysia


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