Overview
Sony Pictures leveraged Community to engage fans of Spider-Man: Across the Spider-Verse, fostering connections and driving advocacy leading up to the film's release. Through personalized experiences, exclusive content, and ongoing engagement, they activated audiences to become deeply invested in the Spider-Verse.
How Sony Used Community
Sony created the campaign and used several different strategies to reach their audience, including:
- Real-Time Connections: Fans received responses from their chosen Spider-Mentor, building authenticity.
- Unique Opportunities: Fans got exclusive early soundtrack access, challenges, and content tailored to their mentor.
- Segmentation Strategy: Fans were segmented by mentors, interests, and behaviors to optimize engagement.
- Ongoing Engagement: Continuous updates sustained excitement and involvement in the lead-up to release.
Key Features
- Personalized Experiences: Mentor system and tailored content cultivated 1:1 connections.
- Exclusive Access: Early content and challenges made fans feel special.
- Data-Driven Actions: Community insights guided content to boost engagement.
- Ongoing Storyline: Sustained narrative engagement in the Spider-Verse.
Success Metrics
- Record Fan Acquisition: Huge growth in new fans across partners.
- 99%+ Retention: Almost all fans remained engaged over time.
- 3X CTR: Click-through rates tripled benchmarks.
- 2X Response Rates: Well above average response rates.
- $120.5M Opening: Massive domestic opening weekend box office.
Conclusion
By leveraging Community's capabilities for segmentation, personalization, and data-driven actions, Sony activated fans to become deeply invested in the Spider-Verse through tailored experiences and access. This fostered meaningful connections and advocacy, driving impressive metrics and box office success.