Spider-Man: Homecoming

Columbia Pictures

Multicultural Publicity + Promotions

The MRKT

Challenge

Reintroduce a second reboot of the Spider-Man franchise, and the first within the Marvel Cinematic Universe, to multigenerational Hispanic and African-American consumers, with an emphasis on millennials, teens and families

Solution

Crafted a robust Hispanic- and African-American-targeted campaign anchored in the following key strategies:

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