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Samsung has officially confirmed a collaboration with Sony Pictures to promote the film "Spider-Man: A Brand-new Day", which is scheduled to be released in cinemas on 31 July. As part of the partnership, devices from the Galaxy Z series and the Galaxy Watch will be woven into the film's plot, demonstrating 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 humourously references both the new Spider-Man film and Samsung's foldable smartphones. The advert suggests the arrival of a new generation of Galaxy Z devices and marks the start of a wider 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 online platform available on Galaxy devices. In the film the tool is used by Ned Leeds to track Spider-Man, while in reality it has been transformed into a website that allows fans to follow events connected to the premiere. The platform will publish new content, event coverage, interviews with the cast, hidden surprises and material created by the community. Samsung also announces Spider-Man’s presence at selected promotional events and in Samsung Experience Stores, enabling the campaign to extend beyond the internet and engage fans in the real world. Spidey Tracker has been made available in 35 countries.
Galaxy technology becomes part of the story
Samsung emphasises that Galaxy devices are not merely props that appear on screen. In the film, the Galaxy Z Flip ends up in Spider-Man's own hands, while the Galaxy Z Fold and Galaxy Watch will help Ned Leeds in his search for the masked hero. The company wants to show how modern technology can naturally support everyday communication and relationship building.
This is 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 presence of devices in the film and the Spidey Tracker platform, the company hopes to create a coherent story that will develop even before the cinema premiere.
Samsung has turned to one of the most recognisable pop culture brands to promote its Galaxy devices. The collaboration with Sony Pictures includes not only the presence 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. Everything suggests the company intends to use the new film's release as one of the key elements of promoting its Galaxy family in the second half of the year.
source: Samsung
