The Challenge
Sustain momentum for the Spider-Man franchise across both the theatrical release (June 2023) and upcoming game launch (October 2023). Key objectives included engaging newly acquired members, reactivating inactive members with interest in gaming or films, and driving Sony Rewards enrollment while connecting Spider-Man fandom back to the broader Sony brand. The initiative needed to generate excitement, maintain audience attention across multiple months, and deliver measurable engagement for Sony.
The Solution
I created the design framework for a gamified instant-win platform and sweepstakes experience, intended to keep new and inactive members engaged while incentivizing Sony Rewards registration. Tailored messaging and visually immersive creative spoke directly to three key audiences—newly enrolled members, active and inactive members with movie/game interests in the franchise. Execution spanned email and social touchpoints, with dynamic content designed to maximize re-engagement, encourage profile completion, and maintain excitement across the release window.
The Results
The campaign delivered 32M+ impressions across email and social channels, generating 171K new Sony Rewards member registrations. Engagement metrics demonstrated strong audience interaction, successfully converting new and dormant members into active participants while building buzz for both the theatrical release and upcoming game.
ANNOUNCEMENT EMAIL
LANDING PAGE
SPIDER-MAN INSTANT WIN MATCH GAME MICROSITE
Click-through compositions for the Spider-Man Instant Win match game experience.
Showing 4 of 19 states.
SONY PICTURES SPIDER-MAN ABOUT PAGE | MOVIE TICKET PAGE REDESIGN | NFT
32M+
New member registrants
171K+
Impressions delivered