Samsung Launches Spidey Tracker Campaign with Sony’s Spider-Man: Brand New Day
Samsung has partnered with Sony Pictures to integrate its Galaxy devices into the “Spider-Man: Brand New Day” film through an interactive campaign called the Spidey Tracker, according to a June 13 announcement. The initiative, set to launch on June 17 in 35 countries, allows users to track virtual Spider-Man sightings and uncover hidden Easter eggs, as reported by Samsung and Sony.
How the Spidey Tracker Works
The Spidey Tracker, developed by Sony in collaboration with Samsung, uses real-time data to simulate Spider-Man’s movements in select cities. Users can access the tool via a dedicated website, where they can view location-based clues and engage with the film’s narrative beyond the theater. The campaign coincides with the release of “Spider-Man: Brand New Day,” which hits cinemas on July 31.
Galaxy Devices Take Center Stage
Samsung emphasized the integration of its Galaxy Z Fold and Z Flip smartphones, along with the Galaxy Watch, into the film. In a scene featuring Ned Leeds (played by Jacob Batalon), the character uses a Galaxy Z Fold 7 to access the Spidey Tracker, while Spider-Man’s mask is displayed on a Galaxy Watch. The company highlighted the devices’ “portability” and “usability” as key features in the movie, according to a Samsung press release.
Expanding the Spider-Man Narrative
Jeffrey Godsick, executive vice president of global partnerships at Sony Pictures Entertainment, stated the collaboration aims to “bring the spirit of Spider-Man’s community-driven heroism to life” by blending real-world technology with the film’s story. The campaign also includes real-world events, such as cast appearances and Easter eggs, to deepen fan engagement, as noted in a Sony statement.
Technology Behind the Campaign
Samsung’s Galaxy Z Fold 7, released in 2023, features a lighter design and a reinforced hinge capable of withstanding hundreds of thousands of folds, according to the company. The Galaxy Watch series, which includes advanced health-tracking features, was also highlighted as a tool for “real-time engagement” with the Spidey Tracker, per Samsung’s official documentation.
What Fans Can Expect
The Spidey Tracker will be accessible globally on June 17, with additional content drops and hidden references to be revealed throughout the summer. Samsung teased that Spider-Man might appear in physical locations, such as its Experience Stores, though no specific details were provided. Fans are encouraged to visit the Spidey Tracker website for updates.