Brand Tracker

Welcome to the automated Brand Tracker diaries.

Finland

Spider-Man Takes Over Mall of Tripla and Pasila Station: A New International-Level Advertising Solution is First of its Kind in Finland

Campaign: Tripla Takeover

Source: https://www.markkinointiuutiset.fi/artikkelit/spider-man-valtasi-mall-of-triplan-ja-pasilan-aseman-uusi-kansainvalisen-tason-mainosratkaisu-on-ensimmainen-laatuaan-suomessa-mu-mainos

Goal: To create a standout promotional experience for the release of the Spider-Man movie.

Claim: Unforgettable visibility and engagement.

Media: Static outdoor advertising, visual displays, digital screens

Summary: Mall of Tripla launched a unique static outdoor advertising solution called Tripla Takeover, providing extensive visibility for brands in Finland's busiest shopping center and transportation hub. The campaign, surrounding the new Spider-Man movie 'Brand New Day', featured large-scale visuals and interactive displays, capturing significant attention with a reported 75% overall awareness among viewers. The campaign effectively resonated with its target audience, generating positive responses and increased interest in the film.

Japan

The Significance of the Japanese Theme Song: Why the Unusual Collaboration Between Mrs. GREEN APPLE and Spider-Man Happened

Brand: Mrs. GREEN APPLE

Campaign: Brand New Promotion

Source: https://www.advertimes.com/20260901/article555297/

Goal: Engage both existing Marvel fans and those unfamiliar with the franchise

Claim: Creating a meaningful Japanese theme song experience

Media: OOH, vision jack, flags in Shibuya

Summary: The promotional campaign for the movie 'Spider-Man: Brand New Day' features a collaboration between Mrs. GREEN APPLE, who created the Japanese theme song 'Brand New', and Sony Pictures Entertainment. The campaign aims to integrate the song with film promotions to attract both existing Marvel fans and new viewers. The initiative was driven by a strong passion from the band’s frontman, Motoki Omori, who emphasized the importance of properly contextualizing the theme song within the broader Marvel franchise.

Japanese theme song movie promotion Spider-Man

United States

Netflix Transforms Outdoor into a 30 Meter High House (with Actor Living Inside) to Advertise…

Brand: Netflix

Campaign: A Última Casa

Source: https://www.imagensdemarca.pt/artigo/netflix-transforma-outdoor-a-30-m-de-altura-numa-casa-com-ator-a-viver-la-dentro-para-anunciar-filme/

Goal: To promote the movie by creating real-life engagement with its central theme.

Media: Outdoor advertising, social media

Summary: Netflix launched a unique outdoor activation for its new sci-fi thriller 'A Última Casa' by suspending a structure resembling a house 30 meters high in Los Angeles, where an actor lived for three days, engaging with passersby while embodying the film's theme of confinement. This unconventional approach transformed traditional advertising space into an immersive part of the movie's narrative, generating social media buzz and extending the campaign's reach.

interactive campaign movie promotion Netflix outdoor advertising

Croatia

Reinforced Imago Ogilvy – Marketing Magazine

Brand: Netflix

Campaign: The Last House on Sunset Boulevard Promotion

Source: https://www.marketingmagazin.si/aktualno/premmiki/11894/okrepljen-imago-ogilvy/novice

Goal: Promote the movie

Media: Classical outdoor advertising

Summary: Netflix set up a living room with a real occupant to promote the film 'The Last House on Sunset Boulevard' and transformed conventional outdoor advertising into a scene from the movie.

movie promotion outdoor advertising

United Kingdom

Posters for The Mummy Banned in London’s Subway

Brand: Warner Bros

Campaign: The Mummy Outdoor Campaign

Source: https://www.resume.se/marknadsforing/reklam/reklam-for-mumiefilm-stoppad-fran-londons-tunnelbana/

Goal: To promote the new movie 'The Mummy'

Media: outdoor advertising, subway posters

Summary: Warner Bros' outdoor campaign for the new film 'The Mummy' has been banned in London's subway and on outdoor boards due to criticism from the UK's advertising regulator ASA. The campaign faced complaints for depicting a realistic image of a dead child, which could disturb young viewers. ASA concluded that the ad was inappropriate for environments where children could see it, despite Warner Bros defending the ad as responsible and not containing violent elements.

advertising ban child safety movie promotion

Japan

Another ‘Resale Festival’? Chikawa Movie Sees Many Offers from Opening Day

Brand: Chikawa

Campaign: Chikawa Movie Release

Source: https://www.advertimes.com/20260724/article551506/

Goal: Attract and engage moviegoers with exclusive merchandise

Media: Social Media, News Outlets

Summary: The movie 'Chikawa: The Secret of Mermaid Island' was released on July 24, featuring exclusive limited edition visitor gifts that have garnered significant public attention. With the release, various merchandise like a special popcorn box and drink cup holder are also being sold, leading to concerns about resale practices on platforms like Mercari, as fans react strongly to the promotional items.

merchandise movie promotion resale concerns

Croatia

The Trojan Horse Weighing Four Tons Turned Trafalgar Square into a Movie Set

Brand: Universal Pictures

Campaign: The Odyssey Movie Promotion

Source: https://www.media-marketing.com/vijesti/trojanski-konj-tezak-cetiri-tone-pretvorio-trafalgar-square-u-filmsku-pozornicu/

Goal: To promote the film The Odyssey through an interactive installation

Media: Public installation, social media

Summary: In July, Trafalgar Square was transformed into a film set with a replica Trojan Horse created by Universal Pictures for the film The Odyssey by Christopher Nolan. The 11-meter tall horse, weighing over four tons, was part of a larger promotional effort that included a photo exhibition and lighting effects, blending the film's world with the public space. Following its one-day appearance at Trafalgar Square, the installation moved to Westfield London for an additional four days.

movie promotion Trojan Horse