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 Spiderman for PS4

Case Study

spiderman for play station 4 on wrapped subway out of home advertising in new york city
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To promote the latest Spiderman PS4 video game, Sony transformed the Times Square shuttle into a world fit for the Marvel superhero and his fans. The campaign received a lot of social attention, reaching over 2.7M consumers on Twitter and Instagram, as Spiderman lovers and gamers used the hashtag #SpidermanPS4 about 10,000 times when posting about the shuttle wrap.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

To promote the latest Spiderman PS4 video game, Sony transformed the Times Square shuttle into a world fit for the Marvel superhero and his fans. The campaign received a lot of social attention, reaching over 2.7M consumers on Twitter and Instagram, as Spiderman lovers and gamers used the hashtag #SpidermanPS4 about 10,000 times when posting about the shuttle wrap.

Details

Market: NYC

Media Buy: Shuttle Wrap

Rational

To anticipate the release of a long-awaited Spiderman video game, Sony utilized transit media in a high-impact and creative way. The campaign transformed the shuttle train into what fans called a “hype train” for Spiderman, featuring larger-than-life images of the superhero, his logo, posters, and ads for the Daily Bungle. Sony was able to create an IRL to URL presence for the game by bringing the world of Spiderman to the consumer with an experiential and shareable campaign.

Results

The campaign sparked significant social engagement on Twitter and Instagram, as commuters, fans, and cosplay artists dressed up as Spiderman rode the shuttle train and shared their experience. During the flight time of the campaign, the shuttle wrap reached over 2.7M consumers on social media and spread to an additional 13.5M consumers. Consumers used the hashtag #SpidermanPS4 to tag their posts and join the conversation in anticipation of the game’s release.

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