PlayStation - Marvel’s Spider-Man 2 launch
Campaign Date: 2024
Challenge
PlayStation looked to bring Marvel’s Spider-Man 2 to a global gamer audience with a series of cultural experiences that drive fame and engage the audience through talent, global press and consumer trial.
Insight + Strategy
Amplify was tasked with driving fame around the launch of Marvel’s Spider-Man 2 to the gamer audience through an experience-first approach. It was important to build each experience around the “Stronger Together” story arc to have a consistent blue thread throughout the series and to create culturally-driven content moments and reach the wider audience through social media and press.
We needed to create spaces that would easily turn the IRL into a digital content engine for the masses, which meant we needed to create experiences that are immersive, shareable and include interactive elements from the game.
Solution
Inviting audiences to step into the world of Marvel’s Spider-Man 2 New York
Our solution, working alongside SIE partners Pinnacle, was to build the world of Marvel’s Spider-Man 2 and tell the story of “Stronger Together” across three cultural experiences that engaged audiences before, during and after the launch of the game turning the IRL into a digital content engine for the masses.
Our three experiences invited audiences to step into the amazing world of Marvel’s New York IRL featuring immersive interactive design and culturally driven content moments all from the game to successfully build excitement for it across all global audiences.
Timing our events before, on the date of and after the launch ensured that the content engine created spanned the duration of the launch building hype consistently and reaching all audiences gamers and non alike through IRL experiences and a shareable digital content legacy.
Beginning in London, Amplify produced a Media experience giving EU media an opportunity to get hands on with the title and hear more about its key features. The experience, occurring 6 weeks before the launch, focussed on getting global media and influencer audiences hands-on with the game, set within an immersive world of Marvel’s New York. We invited our guests to get exclusive hands-on access to the game before stepping into and interacting with locations from the game such as the Oscorp Labs, Dr Connor’s Lab, Coney Island Fairground and Kraven’s Lodge alongside brand moments featuring Peter and Miles statues.
Our next stop took us to France where the developed environmental assets were used again at Paris Games Week as part of a PlayStation stand takeover, giving consumers a first chance to play the game ahead of launch on behalf of SIE France.
Finally on launch night in the UK, Amplify liased with the SIE UK team to produce an event for Influencers and local media to celebrate the titles arrival. Adding further MSM2 designed assets to the original set we built out an NYC themed environment in the heart of London. Taking over The Vinyl Factory in London to create a uniquely memorable PR event with performances and cultural collaborations leveraging talent and telling the creative campaign narrative of Stronger Together throughout. Entering through the immersive Heroic Heights New York subway station into the boulevard, our audience could explore and interact with locations from the game such as Dr Connor’s Lab, Kraven’s Lodge and Coney Island Fairground brought to life with detailed theatrical design, lighting and sound before becoming stronger together during performances at the immersive boulevard stage. We created game play, interactive experiences and featured talent that helped connect our audience deeply with the narrative of the new game through shareable content creation.
Our Co.Labs team worked with SIE UK to recommend, negotiate and secure viral DJs Girls Don't Sync and Enzo is Burning to perform at the Marvel's SpiderMan 2 launch event. Both acts were also huge fans of the original Marvel's SpiderMan PS5 game and featured heavily in the content which was directed and shot by the Amplify Content team. This was then edited for distribution across SIE UK social channels as well as posted across the DJ's TikTok channels.
Results
497 social posts from attendees at the event
27.5m reach
31.2k engagements
401.2k views
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
