Background and aim
Sony Pictures engaged Universal McCann and VML Qais to help launch The Amazing Spider-Man 2 in Singapore in May. The studio targeted moviegoers from age 16 to 45 in the month before the film's opening.
The agencies hired Sizmek Social to run a two-phase social campaign using its Socialfire offering, which enables placement of rich-media ads in social feeds. The technology supports responsive...
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