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B&D builds UK brand partnership campaign to support release of Spider-Man: Homecoming

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Northern Rail and speaker giant KEF have been secured as brand partners to support the summer UK cinematic release of Sony Pictures’ Spider-Man: Homecoming, in a campaign created by Brand & Deliver.

B&D will also support global brand partnership deals with Dell, Panasonic and Pizza Hut, within the UK. Spider-Man: Homecoming, directed by Jon Watts, sees a young Peter Parker (Tom Holland) beginning to navigate his newfound identity as the web-slinging superhero, but when the Vulture (Michael Keaton) emerges as a new villain, everything that Peter values is threatened.

Campaign activity, running throughout the summer, includes: Spider-Man: Homecoming branding on Pizza Hut pizza boxes and box toppers in a global campaign supported by SMS, digital and social media channels; on pack promotions with Panasonic including a retail partnership with Waitrose and a Augmented Reality app; cinema, OOH, print and digital video promotion by Dell with paid social and retail support in John Lewis, Curry’s and PC World; Northern Rail on station posters; and print, digital display and retail promotion through KEF.

Ros Carmoody, Head of Partnerships at Brand & Deliver, which is retained by Sony Pictures to negotiate film partnership campaigns, said: “Spider-Man is an iconic franchise with multi-generational appeal. These brands give us vast scope to promote the film to UK audiences.” Ian George, Managing Director of Sony Pictures UK, said: “These are high profile brands with far reaching influence, which will play a significant role in raising awareness of the film and generating excitement among Spider-Man fans old and new.”

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