Spider-Man Swings into Dell Campaign

The global campaign will include a TV spot, live video game activation, virtual reailty experience and more featuring Sony Pictures’ new superhero film.

Sony Pictures has partnered with Dell to feature the upcoming movie Spider-Man: Homecoming in a 360-degree global marketing campaign, activations and more.

The new partnership will integrate Dell’s new Inspirion 15 Gaming laptop as well as its popular XPS 13 2-in-1 computer into the film’s storyline. It will also include a full-scale marketing and promotional campaign–including a TV spot, cinema, print, digital advertising, out-of-home placements and consumer engagement activations–that will feature both Dell and Spider-Man: Homecoming throughout the summer.

A highlight from the campaign is the television ad, which will feature new Spider-Man content created with Jon Watts, the director of Spider-Man: Homecoming. The TV spot will feature Peter Parker daydreaming in class about an epic battle between Spider-Man and the Vulture and will air on TV networks in the U.S. on June 26. It will also air on TV, online and in theaters in the U.K., China, Brazil, Japan, Australia and Mexico later this summer.

Another promotional element will include interactive billboards in Times Square, which will enable consumers to play the “Spider-Man Scramble” game. During the live video game, consumers will use their mobile phones to race to the top of a New York skyscraper via the billboards. The live video game experience will be live on Clear Channel Outdoor’s digital billboard on Broadway from June 30 – July 1 and July 7-8.

The agreement will also see Dell collaborate with Sony Pictures Virtual Reality on “Spider-Man: Homecoming VR,” a new multi-platform promotional VR experience based on the film. The new experience will allow players to suit up as Spider-Man, hone their web-shooting skills and sling above New York City in pursuit of the Vulture.

The VR experience will be available across all major VR platforms beginning June 30.

“The broad popularity of the Spider-Man franchise and its relevance with gamers presented a real opportunity to launch Dell’s Inspiron Gaming line as part of the campaign and bring Dell’s expertise in high-performance gaming to more people,” says Gerri Tunnell, senior vice president, consumer and small business marketing, Dell. “Spider-Man fans care about authenticity to the brand, character and storytelling, so partnering with Jon Watts on the TV spot allowed Dell to uphold a seamless look and tone, stay true to the film and deliver to the Marvel community.”

Spider-Man: Homecoming will debut in U.S. theaters on July 7.