Spider-Man: Brand New Day Sets Record-Breaking Global Marketing Campaign

Sony’s latest Spider-Man sequel, *Brand New Day*, has opened with a promotional partnership that the studio says generates a worldwide media value of $309 million—the highest ever recorded for a Hollywood film. The campaign, coordinated from Sony’s Culver City lot, supports an anticipated global box-office take of $470 million.

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The previous high watermark for a Sony-backed Spider-Man promotion was the 2019 *Far From Home* campaign, which recorded a media value of $288 million. The new effort surpasses that benchmark while also expanding the scope of brand integration beyond previous co-productions with Disney, which retains licensing and merchandise rights.

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• Media value: $309 million (all-time record)

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• Projected box-office: $470 million worldwide

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• Social-media universe reach: 2.86 billion impressions across TikTok, YouTube, Facebook, X and Instagram, exceeding the reach of *Avengers: Endgame* (2.4 billion) and *Avengers: Infinity War* (2 billion).

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• Brand partners: 165 companies, including Little Caesars, Samsung, ASUS (Republic of Gamers), BMW, Takis, Poppi, Synchrony Bank, McDonald’s, and Scoot. Four partners appear as product placements in the film.

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• Geographic spread: Campaign assets deployed in 57 countries and 26 global markets, with major out-of-home placements in New York’s Times Square, London, the Philippines, Malaysia, Turkey and Egypt.

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• Consumer activations: Limited-edition packaging (e.g., Little Caesars “Webberoni” pizza boxes, Takis spider-themed bags), in-film items such as the “Spidey Tracker,” and experiential events like a NYC climbing-wall activation for Liquid I.V.

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• Digital integration: Full-scale collaborations with Fortnite, PUBG Mobile, and other gaming platforms, featuring exclusive outfits, NPCs and in-game clips.

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Jeffrey Godsick, Sony’s EVP of Brand Strategy & Global Partnerships, described the effort as a “cultural moment” that goes beyond simple sales spikes. He emphasized that the breadth of partners allows Sony to “speak to different constituencies” rather than targeting a single demographic, aiming to engage audiences from children to adults. The campaign’s “step into their superhero era” messaging is intended to create lasting fan connections that extend past the theatrical run.

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• “The record-breaking partnership campaign for Spider-Man: Brand New Day is a testament to what’s possible when incredibly innovative brands invite fans to engage with one of the world’s most beloved characters in fresh and inventive ways,” — Global Partnerships Jeffrey Godsick

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The unprecedented media valuation and the scale of cross-industry collaboration illustrate a shift in blockbuster marketing toward immersive, multi-platform experiences. By embedding brands directly into the narrative and leveraging social-media ecosystems, the campaign sets a template for future franchise promotions that seek to monetize fan engagement worldwide.

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Sony plans to continue rolling out brand-specific activations throughout the summer, including additional limited-edition merchandise and regional fan events aligned with the film’s release window.

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