Marvel’s Spider-Man 2 launch

Amplify was tasked with driving fame around the launch of Marvel’s Spider-Man 2 to the gamer audience through an experience-first approach. It was important to build each experience around the “Stronger Together” story arc to have a consistent red thread throughout the series and to create culturally-driven content moments and reach the wider audience through social media and press.

We needed to create spaces that would easily turn the IRL into a digital content engine for the masses, which meant we needed to create experiences that are immersive, shareable and include interactive elements from the game.

On the date of the game launch, we took over The Vinyl Factory in London to create a uniquely memorable PR event with performances and cultural collaborations leveraging talent and telling the creative campaign narrative of Stronger Together throughout. Plunging audiences into the exciting world of ‘Heroic Heights’ by inviting them with a New York subway ticket to step into an immersive boulevard from Marvel’s New York. Entering through the Heroic Heights New York subway station into the boulevard, our audience could explore and interact with locations from the game such as Dr Connor’s Lab, Kraven’s Lodge and Coney Island Fairground brought to life with detailed theatrical design, lighting and sound before becoming stronger together during performances at the immersive boulevard stage.

Our third experience focussed on ensuring game play reached consumer gaming audiences by bringing the immersive design of Heroic Heights to Paris Games Week once the game had launched. Game play and letting fans get hands on with the game was paramount for this audience so the majority of our footprint was given away for this purpose.

Timing our events before, on the date of and after the launch ensured that the content engine created spanned the duration of the launch building hype consistently and reaching all audiences gamers and non alike through IRL experiences and a shareable digital content legacy.