Campaign Diaries
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Mexico
Preview: Archer Troy and Sony Pictures Created the Spider Web Neighborhood
Goal: Create an immersive experience for fans
Media: Google Maps and local neighborhood engagement
Summary: The campaign to promote Spider-Man: Brand New Day transformed a neighborhood in Mexico into an immersive movie experience, with local businesses adopting names and graphics inspired by Spider-Man. This initiative invited fans to explore the streets while discovering references to the Marvel universe, strengthening the connection between the film and the Mexican audience.
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