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Samsung has officially confirmed a partnership with Sony Pictures to promote the film "Spider-Man: A Brand New Day", whose theatrical release is scheduled for 31 July. As part of the partnership, Galaxy Z-series devices and the Galaxy Watch will be woven into the film's storyline, showcasing the Galaxy ecosystem's capabilities in everyday use. The campaign was launched with the advert "A Brand-new Fold for a Brand New Day", which humorously nods to both the new Spider-Man film and Samsung's foldable smartphones. The ad hints at the arrival of a new generation of Galaxy Z devices and marks the start of a broader marketing campaign prepared jointly with Sony Pictures.
Spidey Tracker brings the world of Spider-Man into the real world
One of the most interesting elements of the campaign is Spidey Tracker, an interactive web platform available on Galaxy devices. In the film the tool is used by Ned Leeds to track Spider-Man, while in real life it has been turned into a service that lets fans follow events tied to the premiere. The platform will publish new content, event coverage, interviews with the cast, hidden surprises and community-created material. Samsung also says Spider-Man will appear at selected promotional events and in Samsung Experience Stores, taking the campaign beyond the web and engaging fans in the real world. Spidey Tracker has been made available in 35 countries.
Galaxy technology becomes part of the story
Samsung stresses that Galaxy devices are not merely props that appear on screen. In the film Galaxy Z Flip lands in Spider-Man's own hands, while the Galaxy Z Fold and Galaxy Watch help Ned Leeds in his search for the masked hero. Samsung wants to show how modern technology can naturally support everyday communication and relationship building.
It's another example of Samsung's collaboration with the film industry, but this time the campaign has been expanded to include interactive experiences for fans. By combining advertising, the devices' presence in the film and the Spidey Tracker platform, Samsung hopes to create a coherent story that will unfold even before the film hits cinemas.
Samsung has chosen one of the most recognisable pop-culture brands to promote its Galaxy devices. The collaboration with Sony Pictures includes not only the appearance of smartphones and watches in the film "Spider-Man: A Brand New Day", but also a global advertising campaign and the interactive Spidey Tracker project. All signs point to the manufacturer using the new film's release as one of the key elements in promoting its Galaxy lineup in the second half of the year.
source: Samsung
