The Amazing Spider-Man Mobile Marketing Tour

The Challenge

Sony Pictures and Sony Entertainment wanted to promote the release of the new summer blockbuster, The Amazing Spider-Man and related merchandise at 1,000 Walmart locations across America – in 7 weeks!

The Solution

  • The Amazing Spider-Man Mobile Marketing Tour was created to engage fans and consumers at Walmart locations across America. 17 Spidey Teams were deployed in branded trucks and trailers loaded with interactive activities.
  • Shoppers experienced a sneak peek of The Amazing Spider-Man video game and an extended trailer of the movie.
  • A cross-promotion with Hasbro, Kellogg’s, HP Straight Talk and Sony Electronics showed off the reach of the Spider-Man franchise and fans saw an exclusive Augmented Reality fight scene between Spider-Man and the Lizard once they downloaded the AR app.
  • A large Spider-Wall traveled to many of the cities challenging guests to try their hand at climbing the 30 foot wall just like their action figure, Spidey.

The Results

  • Events preceded with local media exposure saw attendance increase of 72% at each Walmart location
  • Walmart saw 17% increase in sales of The Amazing Spider-Man franchise merchandise at 1,000 stores exclusively visited by the Mobile Marketing Tour
  • Sony received the “Walmart Supplier Award of Excellence” for this highly successful campaign – an award every Walmart supplier would love to win
  • The Tour visited almost 1,000 stores (nearly 1/3 of all Walmart locations) and engaged more than 100,000 Walmart shoppers in 31 states, again in 7 weeks!