Spidey Strikes Again
- PROPERTY: Spider-Man 2
- STUDIO: Sony Pictures Entertainment
- PARTNERS: Burger King, Kellogg/Keebler, Dr Pepper, Kraft
It used to be a Hollywood truism that the sequel to any film was never as good as the first outing. If you were among the throngs who flocked to see Spider-Man 2 last summer, you know how wrong that truism was.
As with the films, so with the brand programs tied to them.
When Spidey first leapt from comic book to big screen in 2002, the consumer marketing team at Sony Pictures Entertainment pulled out all the stops to build box office and boost revenue for its brand partners. The results earned George Leon’s team at Sony Pictures the Best Overall EMMA in 2003.
Leon, since promoted to executive VP-worldwide consumer marketing for Sony Pictures/Columbia Tristar Motion Picture Group, didn’t stint for the superhero’s return in the competitive summer of 2004.
The studio repeated its earlier strategy of selecting brand partners that would build its visibility with key demographics. A sweeps with QSR Burger King tapped the kids and family audience (Carl’s Jr./Hardees had partnered on the first film). The program included a Spidey-themed game piece; each piece won a prize — from laptops, stereos and other electronics, to BK food and beverage — and a chance at a $1 million instant-win grand prize. Specially designed beverage cups and fry cartons, as well as handheld game premiums extended Spider-Man 2‘s in-store impact.
Dr Pepper returned for the second film, bringing with it the young teen demographic. Prizing with the beverage company was also big (Dr Pepper’s richest-ever prize pool), with on-pack instant-win chances to score one of 10 Dodge Vipers (as seen in the movie) and thousands of other prizes. The company also rolled out special commemorative cans featuring characters from the film, including the tortured villain Doc Ock and Spider-Man’s sweetheart Mary Jane.
Kellogg also returned, this time in collaboration with Keebler (marking the first time the two cereal/treats companies had joined forces for a promotional campaign), adding to momentum with family and teen audiences. The two companies provided packing art and “Spidey Signal” premium offers, as well as support for print and outdoor advertising. Kellogg even shipped a limited edition Spider-Man cereal, with Spider-Berry flavored bits. Keebler’s TV spots featured the company’s spokes-elves untangling themselves from webs in their magic tree.
The results for the studio and the brands were, well, heroic. Sony generated $100 million in promotion support, feeding a $40.4 million opening day box office (Spidey 2 scored in five days what Spidey 1 posted in its first seven days).
Burger King boosted sales 16.9% (vs. goal of 10%); traffic was up 7.6% and profits up 9.5% (vs. goals of 5% each). Kellogg saw its Smacks cereal increase volume sales by 67.7% (vs. a 20% goal), while Corn Pops and Apple Jacks grew by 51.7% and 33.9% respectively. Dr Pepper, which had looked for 15% sales growth from its tie-in, got 20% across its various retail accounts.
So much for the “sophomore slump” of sequels!
