Marketing of Spiderman: Homecoming

Spider-man: Homecoming made an unusually large push with their marketing, spending $140 million on promotions. The promotional campaign consisted of brand partnerships, longer promotional videos, a large social media push, and interactive content.

-Brand Partnerships:
Sony partnered with 30 different brands to promote Spider-man: Homecoming, taking up most of the marketing budget. Such brands include Audi, M&M's, and Dunkin' Donuts. This even included a partnership with Pizza Hut where Spider-man's face appeared on their pizza boxes. The campaign also extended across multiple countries.


-Promotional Videos:
While most films in the genre would make marketing videos lasting around 30 seconds, Sony decided to extend that to around 2-3 minutes, such as a video produced out of their partnership with Audi titled, "Driver's Test," which was two and a half minutes long. This longer format of video promotion allows the viewers to become more attached to the characters before the movie even comes out.

 -Social Media:
Spider-man: Homecoming has both a Twitter and Instagram account which isn't uncommon for a modern franchise, however what stands out is the frequency of the accounts posts and the content being posted. The accounts post much more frequently than other social media accounts of a similar idea. The accounts also post content such as GIFs, images, and videos that have been shown to analytically make a post more popular. The videos have even been put into a format that is optimized for social media, with a specific square layout and subtitles so viewers can more easily watch the content.

-Interactive Content:
Spider-man: Homecoming had a companion app. Simply titled 'Spider-Man,' has custom filters, AR, and a virtual version of Peter Parker's phone. The app could also help people find tickets and the filters offered were blatantly designed to share on social media, allowing for free advertisement. There was also a virtually reality game released on Playstation VR called 'Spider-Man: Homecoming Reality Experience.' The game was free and allowed the player to become Spider-Man.

Although our film has a much more limited budget than Spider-Man: Homecoming, some techniques used for promotion of the film are still useful to us. The use of social media is a quick and cheaper way to market a product that also offers direct interaction with the audience. With Twitter, you can post information for others to see very quickly due to the short format and you can retweet content, acknowledging your fanbase and pulling in viewers who might not know about your content.