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!

Solution

RThe 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.
RShoppers experienced a sneak peek of The Amazing Spider-Man video game and an extended trailer of the movie.
RA 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.
RA 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.

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!