Dell Signs Spider-Man Deal to Launch Global Campaign

Dell and Sony Pictures have partnered to roll out a 360-degree global marketing push featuring a television spot and other key highlights.

Dell has teamed up with Sony Pictures, a long-time customer and partner, to take their collaborations further with Spider-Man: Homecoming. A 360-degree global marketing push will debut featuring the film and the Inspiron 15 7000 gaming laptop by the tech giant.

The tie-up will integrate the former’s products into the storyline, along with a promotional campaign spotlighting properties from both brands. The effort includes television, cinema, print, digital, and OOH advertising as well as consumer engagement activations across the summer.

The exercises entails fresh Spider-Man content created with Jon Watts, the film’s director, which depicts Peter Parker daydreaming in class about an epic battle between himself and the Vulture. A television commercial is slated to run across networks in the United States on 26 June.

Later in the summer, the advertisement will air via cinema, television, and online platforms in six other international markets namely China, the United Kingdom, Brazil, Japan, Australia, and Mexico. The campaign will engage fans of the franchise as well as movie buffs who game for fun.

The partnership entails a virtual reality component created on Dell Precision workstations. Additionally, interactive billboards are scheduled to go live in New York City’s Times Square between 30 June and 8 July. The brand will be a sponsor of the film’s premiere on 28 June in Los Angeles.

Spider-Man fans care about authenticity to the brand, character, and storytelling. Partnering with Jon Watts on the spot allowed us to uphold a seamless look and tone as well as deliver to the Marvel community,” said Gerri Tunnell, SVP, Consumer and Small Business Marketing for Dell.