Marketing agency Organic has executed a fan activation for Sony Pictures Television in Sydney, attracting over 1500 attendees. The event celebrated the home release of Spider-Man: Brand New Day and featured various activities and competitions.

Sony Pictures Television and Organic Publicity bring Spider-Man fandom to life with a one-day-only fan activation celebrating Spider-Man: Brand New Day being available to buy or rent at home.

Last week, Sydney’s Circular Quay was transformed into Spider-Man’s friendly neighbourhood, as 1500+ fans swung into action to celebrate the home entertainment release of Sony Pictures Entertainment’s Spider-Man: Brand New Day.

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Delivered by Organic on behalf of Sony Pictures Television, the one-day-only free pop-up activation turned one of Sydney’s most iconic locations into a hub of Spider-Man fandom, bringing fans together for an immersive day of photo opportunities, challenges, competitions, prizes and a special appearance from Spider-Man himself.

The scale of the fandom was apparent, with droves of fans attending throughout the day and 200+ fans arriving dressed as the friendly neighbourhood hero. Fans put their Spidey skills to the test with a Spidey-senses game and web-slinging competition, then cooled down with free ice cream spiders, a uniquely Australian treat.

The activation also saw the first 50 fans to attend grab limited-edition merchandise created exclusively for the activation and not available for purchase, and three lucky photo competition entrants taking home highly sought-after competition prizes, including a signed Spider-Man: Brand New Day poster featuring signatures from Tom Holland, Zendaya, Jacob Batalon, Jon Bernthal, Sadie Sink, Destin Daniel Cretton, Kevin Feige and Amy Pascal, alongside a Sony BRAVIA 75-inch TV and a coveted Sony PlayStation 5.

KEY ACTIVATION STATS:

1500+ fans visited the Circular Quay activation throughout the day

1500+ Aussie Spider drinks/ice cream spiders served to fans

1200+ pieces of merch were distributed

800+ fans took part in the Spidey-senses challenge and web-slinging competition

200+ fans turned up dressed as Spider-Man, transforming Circular Quay into a sea of Spidey suits

50 limited-edition merchandise packs were awarded to the first fans to arrive in Spider-Man costume

Three major money-can’t-buy prizes were won, including a signed Spider-Man: Brand New Day poster, Sony BRAVIA 75-inch TV and a PlayStation 5

Gabrielle Davies, Director of Marketing, Sony Pictures Television, said, “It was exciting to see fans come together to celebrate their friendly neighbourhood hero – many lining up two hours before the activation even opened. We loved bringing Spider-Man to life for Australian fans with a day of fun, prizes and money-can’t-buy moments, whilst making it a uniquely Australian experience. With Spider-Man: Brand New Day now available to buy or rent at home, fans can watch it over and over again in the comfort of their homes.”

Annabelle Gigliotti, Managing Director, Organic, said, “Great fandom activations don’t just happen; Organic knows that you must give people a reason to show up and take part. Our brief was to turn the excitement around Spider-Man: Brand New Day into a live cultural moment that fans could physically experience and share. It needed to be unmistakably Australian whilst also being undeniably Spidey. Seeing 1,500+ fans lining up at Circular Quay to be a part of the experience proved the power of creating cultural moments that put fandom at the heart of the campaign.”

The activation comes as Spider-Man: Brand New Day is now available to buy or rent at home, giving families and fans the chance to continue the Spidey experience from the comfort of their own homes.

To download the imagery, please go here: https://drive.google.com/drive/folders/1EtbA0suFV0IheYWb5hAMWZRHkMRgzJKR

For more information on SPIDER-MAN: BRAND NEW DAY, please visit:

Website | Instagram | Facebook | YouTube

ABOUT SPIDER-MAN: BRAND NEW DAY:

It’s a BRAND NEW DAY for Peter Parker. Fighting crime full-time as Spider-Man in a world that doesn’t remember him – and the pressure of seeing his old friends move on without him – sparks a change in Peter he may not have the power to control. But that transformation might also be the only thing that can stop a shocking new threat to the city and those he loves – a powerful villain no one can even see. The world may have forgotten Peter Parker, but he hasn’t forgotten them.

Directed by Destin Daniel Cretton. Written by Chris McKenna & Erik Sommers. Based on the MARVEL Comic Book by Stan Lee and Steve Ditko. Produced by Kevin Feige, p.g.a., Amy Pascal, p.g.a., Avi Arad, and Rachel O’Connor, p.g.a. Executive Producers are Louis D’Esposito and David Cain. The film stars Tom Holland, Zendaya, Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando and Mark Ruffalo.

ABOUT SONY PICTURES ENTERTAINMENT

Sony Pictures Entertainment (SPE) is a subsidiary of Tokyo-based Sony Group Corporation. SPE’s global operations encompass motion picture production, acquisition, and distribution; television production, acquisition, and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. Sony Pictures Television operates dozens of wholly-owned or joint-venture production companies around the world. SPE’s Motion Picture Group production organisations include Columbia Pictures, Screen Gems, TriStar Pictures, 3000 Pictures, Sony Pictures Animation, Stage 6 Films, AFFIRM Films, Sony Pictures International Productions, and Sony Pictures Classics.