Spider-Man: Brand New Day is Marvel’s big blockbuster of the summer, and it is primed for some serious high-tech product placement. We warn that you are entering the lobby of spoiler territory, but a plot point in the film provides a golden opportunity for interactive merchandising thanks to Peter’s buddy Ned.
In the upcoming film. Ned Leeds (played by Jacob Batalon) develops an app on a Samsung Galaxy device to track the whereabouts of Your Friendly Neighborhood Spider-Man in New York. Naturally, it’s called the “Spidey Tracker," and it won’t be restricted to a regular cinematic MacGuffin. Samsung isn’t letting the opportunity go to waste and thus dreamt up an ingenious promotional campaign.
The next-gen electronics company – responsible for our Android devices we all take for granted - launched the Spidey Tracker as an interactive website that puts the power in the hands of all the Webhead’s fans out there. SpideyTracker.com allows users to bridge the gap between the film and the real world with a bevy of features and activities. They include the following sightings of the Web-Slinger, engaging with the story through fan submissions, cast appearances, interviews, live activations, content drops, and hidden easter eggs.
Additionally, since the tracker is conceived, built, and utilized by Ned in Brand New Day on a number of Galaxy devices, the film will also put the “portability of Galaxy Z Flip on full display in the hands of Spider-Man. Likewise, “the multitasking benefits of Galaxy Z Fold and Galaxy Watch” in the hands of Leeds as he tracks Spidey’s movements in his “Command Center” and beyond. "Even heroes and their allies need reliable tech," says Keena Grigsby, Chief Marketing Officer and Vice President of Mobile eXperience at Samsung Electronics America.
“Incorporating Galaxy technology into such a beloved Spider-Man storytelling world gives us a chance to showcase how even your friendly neighborhood hero relies only on Samsung Galaxy,” she said in the press release. “This is the perfect opportunity to double down on our belief that Galaxy devices are designed to help everyone stay connected – whether you’re taking photos with friends, keeping up with loved ones, or saving New York.”
"Keeping people connected as life happens and our deepest relationships evolve is the important thing," added Sony Pictures’ Executive Vice President, Global Partnerships, Jeffrey Godsick.
“Spider-Man has always been a hero defined by his connection to his community. Teaming up with Samsung helped bring that spirit to life both on screen and beyond, integrating the technology people use every day into Spider-Man’s world while also bringing innovative and fun new ways for fans to engage through the Spidey Tracker,” he continued.
The Spidey Tracker site went live on Wednesday, June 17, so look up toward the skyscrapers or down at your Samsung phone for Spider-Man sightings between now and when Brand New Day swings into theaters exclusively on July 31. Tickets are on sale now.
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