The campaign

Spider-Man: Into the Spider-Verse is a 2018 animated feature produced by Columbia Pictures and Sony Pictures Animation in association with Marvel. To support the film’s theatrical release, Sony Rewards partnered with Sony Pictures to create a campaign designed to both build hype around the movie and encourage new user acquisition into the Sony Rewards loyalty ecosystem.

Our approach centered on a multi-channel sweepstakes activation that invited fans to engage with the Spider-Verse world for a chance to win film-related prizes. Working across email, social, web, and app, we developed a cohesive visual and messaging system that captured the film’s bold graphic style while making the entry process easy, intuitive, and fun.

The campaign included:

• A custom sweepstakes landing and gamified entry experience

• A coordinated email communication series

• Social content across Facebook, Instagram and X

• In-app and on-site promotional modules

• A Facebook Instant Experience for deeper engagement

• Short-form social video to generate excitement and drive clicks

This integrated approach ensured that fans encountered consistent, high-impact creative no matter where they interacted with the brand—ultimately strengthening participation and driving measurable acquisition lift.

Below are selected creative executions from the campaign.

Facebook Instant Experience

We used Facebook Instant Experience to extend the campaign narrative beyond a single static touchpoint. The immersive, full-screen format allowed us to sequence visuals, character art, and key value messaging in a scrollable experience that encouraged audiences to explore.

Within the Instant Experience, users could:

• Browse promotional artwork and film stills

• Learn about the sweepstakes offer

• View highlight features and rewards

• Click through to enter directly via the Sony Rewards site or app

This approach supported higher time-on-content, stronger story retention, and a smoother path to participation.

Social Video Ad

This video was developed for Sony Pictures’ Facebook and Instagram channels to build excitement around the theatrical release and promote the associated sweepstakes. Through targeted promotion to Spider-Man and Marvel fan audiences, the spot highlighted key visuals, character energy, and the giveaway incentive to drive awareness, clicks, and entries.

The short-form motion format was optimized for mobile viewing with bold color, rapid pacing, and clear messaging to quickly capture attention and encourage action.