July 5, 2019
Marvel’s latest Spider-Man Far from Home has announced two movie tie-ins in anticipation of the upcoming release.
Audi and Marvel have partnered for a digital short film aimed at promoting the car brand. Titled Science Fair, the film sees Peter Parker (Tom Holland) and his friend Ned (Jacob Balaton) compete in a school science fair and, to beat the competition, Parker races to get behind the wheel of an electric Audi e-tron GT concept.
“Creativity and collaboration are fundamental elements and at the core of this business,” says Jeffrey Godsick, executive vice president, brand strategy and global partnerships, Sony Pictures. “Audi has always been a company that has emitted creativity into the business, which is evident by this great piece of content they have created for Spider-Man: Far from Home.”
Audi vehicle placement in Spider-Man: Far from Home includes the all-electric Audi e-tron SUV and the Audi A7 and Audi Q8.
Doritos has also launched a limited-edition Spider-Man: Far from Home pack, which covertly transforms into an official replica suit. Incognito Doritos, part of the ongoing collaboration with the movie, will only be available via a social giveaway by Doritos, with one special-edition version auctioned off to benefit Capes4Heroes, a charity which creates personalized superhero capes for kids with disabilities or illnesses.
"Teaming up with Spider-Man, we knew we had to deliver something epic and iconic to fans around the world," says Leslie Vesper, senior director, marketing, Frito-Lay North America. "So, we thought in a humorous way we could help Peter Parker keep his identity secret. We also know that there's a strong overlap between our core Doritos consumers and Spider-Man fans, so we wanted to create something fun that truly brings both worlds together and for a good cause."
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