Marvel's Spider-Man

Category: Entertainment

Executing a blockbuster ad strategy defining the fastest-selling 1P title.

---

Strategic Anchor

• Objective: Establish PlayStation as the home of premium superhero storytelling.
• Target Audience: Core Gamers & Marvel Cinematic Universe fans.
• Big Idea: "Be Greater" — A blockbuster narrative platform designed to define the title as a theatrical culture-event.

Performance

• Investment Return: Fastest-selling first-party PlayStation title (at time of launch).
• Growth Metrics: 3.3M units sold in first 3 days.
• Market Penetration: Dominant market share in NA/EU.
• Efficiency: Record high engagement on social assets.

Channel Mix

• Paid: TV (NFL Kickoff), OOH (NYC Subway Takeover), Digital Programmatic.
• Earned: 9/10 Review scores, Trending Topic #SpiderManPS4.
• Owned: PlayStation Blog, Marvel Social Channels.

Operational Excellence

Global simultaneous launch with localized voiceovers.

The Big Win

NYC Domination: Full subway wrap and station takeover created a physical brand epicenter, fueling a worldwide trending topic.