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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 open in theaters on July 31. As part of the partnership, Galaxy Z series devices and the Galaxy Watch will be woven into the film's storyline to showcase the Galaxy ecosystem's capabilities in everyday use. The campaign kicked off with the commercial "A Brand-new Fold for a Brand New Day," which humorously references both the new Spider-Man movie 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 to life
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 reality it has been turned into a service that lets fans follow events related to the premiere. The platform will publish new materials, event coverage, interviews with the cast, hidden surprises, and user-generated content. Samsung also says Spider-Man will appear at select promotional events and at the Samsung Experience Store, so the campaign will extend beyond the web and engage fans in the real world as well. Spidey Tracker has been made available in 35 countries.
Galaxy technology becomes part of the story
Samsung stresses that its Galaxy devices are not just props on screen. In the film the Galaxy Z Flip ends up in Spider-Man's hands, while the Galaxy Z Fold and Galaxy Watch help Ned Leeds in his search for the masked hero. The company wants to show how modern technology can naturally support everyday communication and building relationships.
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 devices' presence in the film, and the Spidey Tracker platform, the company hopes to create a cohesive story that will unfold even before the theatrical release.
Samsung has turned to one of pop culture's most recognizable brands to promote its Galaxy devices. The collaboration with Sony Pictures includes not only the appearance of smartphones and smartwatches in the film "Spider-Man: A Brand New Day", but also a global ad campaign and an interactive Spidey Tracker project. It looks like the company intends to use the new film's premiere as one of the key elements in promoting its Galaxy device lineup in the second half of the year.
source: Samsung
