Spider Man activation swings into Circular Quay to promote Brand New Day home release

More than 1500 fans attended a free, one-day Spider-Man pop-up at Sydney’s Circular Quay last week to mark the home entertainment release of Sony Pictures Entertainment’s Spider-Man: Brand New Day.

Havas’ Organic delivered the activation on behalf of Sony Pictures Television. It included photo opportunities, games, competitions and an appearance by Spider-Man.

More than 200 attendees came dressed as the character. The first 50 in costume each received a limited-edition merchandise pack, made exclusively for the event and not available for purchase. In total, more than 1200 pieces of merchandise were handed out.

Over 800 fans took part in the Spidey-senses game and web-slinging competition. Organisers served more than 1500 Aussie Spider drinks and ice cream spiders, the latter a local treat.

Three photo competition entrants won prizes: a Brand New Day poster signed by Tom Holland, Zendaya, Jacob Batalon, Jon Bernthal, Sadie Sink, Destin Daniel Cretton, Kevin Feige and Amy Pascal; a Sony BRAVIA 75-inch TV; and a PlayStation 5.

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Gabrielle Davies, Director of Marketing, Sony Pictures Television, said: “It was exciting to see fans come together to celebrate their friendly neighbourhood hero - many lining up two hours before the activation even opened.

“We loved bringing Spider-Man to life for Australian fans with a day of fun, prizes and money-can’t-buy moments, whilst making it a uniquely Australian experience. With Spider-Man: Brand New Day now available to buy or rent at home, fans can watch it over and over again in the comfort of their homes.”

Annabelle Gigliotti, Managing Director, Organic, said: "Great fandom activations don’t just happen; Organic knows that you must give people a reason to show up and take part. Our brief was to turn the excitement around Spider-Man: Brand New Day into a live cultural moment that fans could physically experience and share.

“It needed to be unmistakably Australian whilst also being undeniably Spidey. Seeing 1,500+ fans lining up at Circular Quay to be a part of the experience proved the power of creating cultural moments that put fandom at the heart of the campaign.”

The activation comes as Spider-Man: Brand New Day is now available to buy or rent at home, giving families and fans the chance to continue the Spidey experience from the comfort of their own homes.