Samsung brings Galaxy devices into Spider-Man: Brand New Day with interactive Spidey Tracker campaign
Samsung turns Spider-Man into a real-world fan experience through Galaxy-powered storytelling and interactive IP marketing
Samsung is taking its long-running product integration strategy a step further by combining in-film storytelling with a real-world fan experience for Sony Pictures' upcoming Spider-Man: Brand New Day. Rather than limiting the partnership to product placement, Samsung is extending the movie narrative through an interactive digital campaign powered by its Galaxy ecosystem.
@samsungus Founder Ned Leeds is back with another announcement: Samsung is teaming up with Spidey Tracker! And there’s some exciting new developments taking shape – stay tuned and visit spideytracker.com for the latest updates. See #SpidermanBrandNewDay exclusively in Theaters July 31st. @Spider-Man Movie
♬ original sound - Samsung US
The campaign introduces the Spidey Tracker, a fictional tool developed by Ned Leeds in the film that has now been recreated as a live website where fans can follow Spider-Man sightings, discover exclusive content, and participate in community-driven experiences across 35 countries.
Table of contents
Jump to each section:
- How Samsung is extending Spider-Man: Brand New Day beyond the movie
- Why this campaign matters for experiential marketing
- What marketers should learn from Samsung's transmedia strategy
Patrecia Meliana
How Samsung is extending Spider-Man: Brand New Day beyond the movie
Sony Pictures' Spider-Man: Brand New Day will feature Samsung's latest Galaxy devices as part of the story itself. Spider-Man uses the Galaxy Z Flip, while Ned Leeds relies on the Galaxy Z Fold and Galaxy Watch to help locate the web-slinging hero using the fictional "Spidey Tracker."
Instead of treating the devices as passive props, Samsung integrates them into character interactions and story progression, showcasing features such as portability, multitasking, and connected experiences.
Beginning ahead of the film's theatrical release, Samsung is also launching the Spidey Tracker, a dedicated website inspired by the in-film application. Fans can monitor fictional Spider-Man sightings, discover hidden Easter eggs, access cast interviews and exclusive content, and contribute their own sightings through an interactive community experience.
The campaign also expands into live activations, creator collaborations, Samsung Experience Stores, and social media through @SpideyTracker on X, creating multiple touchpoints that blur the line between entertainment and marketing.
In the Philippines, Spider-Man: Brand New Day arrives exclusively in theaters on 29 July, while the broader global campaign supports the film's international rollout. Samsung says the Spidey Tracker experience will be available across 35 countries, significantly expanding the campaign's reach beyond cinema audiences.
Patrecia Meliana
Why this campaign matters for experiential marketing
Samsung's collaboration reflects a growing trend in entertainment marketing: turning product placement into ongoing audience participation.
Rather than simply appearing on screen, Galaxy devices become part of a larger connected ecosystem where fans can continue engaging with the story after leaving the theater.
According to Samsung, the partnership aligns with the company's broader brand positioning around connection, communication, and self-expression. Sony Pictures also views the campaign as an opportunity to reinforce Spider-Man's community-focused identity.
Jeffrey Godsick, executive vice president of global partnerships at Sony Pictures Entertainment, said the collaboration integrates technology people use every day into Spider-Man's world while creating new ways for fans to participate through the Spidey Tracker experience.
This type of transmedia storytelling has become increasingly attractive for entertainment brands because it extends campaign lifespan, generates social conversation, and creates measurable engagement outside traditional advertising channels.
Patrecia Meliana
What marketers should learn from Samsung's transmedia strategy
Samsung's latest activation offers several lessons for marketers looking to build campaigns that extend beyond a single media channel.
- Move beyond product placement
Products become more memorable when they actively contribute to the story rather than simply appearing on screen.
- Create participatory experience
Interactive websites, fan submissions, and real-time content encourage audiences to become part of the campaign instead of passive viewers.
- Connect online and offline touchpoints
Samsung combines digital experiences with retail activations, creator content, and live events to maintain momentum throughout the campaign.
- Build campaigns around intellectual property
Well-known entertainment franchises provide existing communities that brands can engage through meaningful experiences instead of traditional sponsorship alone.
- Extend campaign life after launch
Rather than ending at the movie premiere, the Spidey Tracker creates ongoing opportunities for new content, social engagement, and earned media.
For B2B marketers, the broader takeaway is that audience engagement increasingly depends on creating connected experiences across multiple platforms rather than relying on a single campaign asset.
Patrecia Meliana
Samsung's partnership with Sony Pictures demonstrates how entertainment marketing is evolving from traditional product placement into immersive, cross-channel storytelling.
By transforming a fictional movie feature into a real-world interactive platform, Samsung extends audience engagement well beyond the cinema while reinforcing the capabilities of its Galaxy ecosystem. For marketers, the campaign highlights how narrative, technology, and community participation can work together to create longer-lasting brand experiences.
