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Global

Two Ways to Build Relevance: Spider-Man vs. The Odyssey

Brand: Spider-Man

Campaign: Brand New Day

Source: https://www.adlatina.com/marketing/dos-formas-de-construir-relevancia-spider-man-versus-la-odisea

Goal: To build relevance and anticipation around the movie release

Media: social media, promotions, merchandise, video games, outdoor advertising, celebrity endorsements, presales

Summary: The article analyzes the marketing strategies of 'Spider-Man: Brand New Day' and 'The Odyssey,' highlighting the differences in how each film generated conversation and relevance around their releases. Spider-Man utilized a long-term strategy to build anticipation through various media channels, while The Odyssey adopted a more concentrated strategy leading up to its premiere. Both films achieved similar levels of overall conversation, but the effectiveness of their campaigns varied based on the timing and construction of expectation.