Last week, Sydney’s Circular Quay was transformed into Spider-Man’s friendly neighbourhood, as more than 1,500 fans swung into action to celebrate the home entertainment release of Sony Pictures Entertainment’s Spider-Man: Brand New Day.
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 more than 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.
In addition, more than 1,500 Aussie Spider drinks/ice cream spiders were served to fans, over 1,200 pieces of merch were distributed, more than 800 fans took part in the Spidey-senses challenge and web-slinging competition, 50 limited-edition merchandise packs were awarded to the first fans to arrive in Spider-Man costume and three major prizes were won, including a signed Spider-Man: Brand New Day poster, a 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.
