Late May sees the launch of an innovative entertainment property blending campaign that links the new Spider-Man movie to the NBA Finals.
Sony Pictures Entertainment has launched a film trailer/TV commercial for ‘Spider-Man Homecoming’ in which Iron Man Tony Stark (or should that be actor Robert Downey Jr) invites his super hero extended family to an NBA Finals Party.
The spot, called ‘The Invite’, debuted on 24 May and sees Stark invite Spider Man/Peter Parker to his bash to watch the NBA’s showpiece event.
Jon Favreau’s Happy Hogan get5s an invite, although super hero Steve Rogers is notably not invited following the fallout from the previous Avengers flick ‘Captain America: Civil War’.
To see who else makes Stark’s NBA Finals Party guest list check out the spot and, as the trailer urges ‘tune-in to the NBA Finals on ABC to see what happens next. #SpiderManHomecoming’.
The creative isn’t all about hoops, it also features clips focusing on the uncle/nephew – Tony Stark and Peter Parker (played by Tom Holland) relationship and a new look at the high-tech ‘Spidey Suit’ (created by Stark).
The joint marketing initiative also spans Sony Pictures’ social channels such as Instagram,
as well as running across broadcaster ESPN’s platforms too.
Activative Comment:
If you ask us, its LeBron James and Stef Curry whop are the real super heroes.
This breezy and witty promotion not only neatly matches the tone of most of the movie’s other marketing, but also continues the trend for blending movies and sports.
This increasingly common tactic sees films promoted in partnerships with sports event rights holders, athlete ambassadors and/or brands.
Amongst our other recent favourite campaigns leveraging this approach are the ‘Kia/Nadal/AustralianOpen/XMen’ campaign (see case study) and the ‘Samsung/Messi/Iron Man’ initiative (see case study).
Spider-Man: Homecoming, which also stars Michael Keaton, Marisa Tomei, Jacob Batalon, Donald Glover, arrives in US cinemas on 7 July.
The film’s other trailers are more traditional movie marketing efforts.
Links:
Sony Pictures Entertainment:
https://www.youtube.com/user/SonyPictures
http://bit.ly/SonyPicsSubscribe
https://twitter.com/SonyPictures
https://www.instagram.com/SonyPictures/
https://www.facebook.com/SonyPicturesUK
Spider Man Movie:
https://www.facebook.com/SpiderManMovie/
https://www.twitter.com/SpiderManMovie/
https://www.instagram.com/SpiderManMo…
NBA
