Benjamin Li
Mar 28, 2014

Harbour City snares Spider-Man fans in advance of May movie release

HONG KONG - Comic fans and kids will happily get enmeshed in the Spider-Man craze at Hong Kong mall Harbour City, which is trying to capture the buzz for the upcoming Marvel film ‘The Amazing Spider-Man 2’.

Harbour City snares Spider-Man fans in advance of May movie release

In partnership with Sony Pictures, the mall is executing ‘Amazing power at Harbour City’, a month-long marketing mission leading up to the film's May release.

The shopping centre's Ocean Terminal Forecourt will transform into a rough street of New York City from 1 April to 11 May. Lined with lamp posts and traffic signs, the scene features a yellow cab that's been in a serious accident and a 12-foot-tall Spider-Man who has come to save the day. Spider-Man will use his signature move shooting out spider webs.

In addition, the mall will decorate its front staircase with hundreds of mini stickers to form a mosaic that will resolve into a 5-metre tall film poster when viewed from afar.

“This display will be held outdoors so that the public and tourists can personally experience and immerse themselves in the streets of New York alongside the New York superhero,” a spokesperson said.

On weekends, members of the Hong Kong Stuntmen's Association will be staging action scenes and holding a series of stunt workshops for children.

Sony Pictures will also offer a social-media app that uses augmented-reality effects to help fans transform themselves into Spider-Man in shareable photos.

Kelly Wong, marketing manager of Sony Pictures Hong Kong told Campaign Asia-Pacific that the company will have trucks covered with Spider-Man images zooming around town and customers at KFC will get free tickets for the film with a kid meal purchase. "We want to create a vibe that Spider-Man is everywhere," Wong said.

The Hong Kong premiere of the film is scheduled for 30 April at the Grand Cinema in Tsim Sha Tsui, but unfortunately the stars Andrew Garfield and Emma Stone will not be attending the event. As fans know, 'With great power comes great responsibility', and the two must heed a call to save the world— call to save Singapore on 29 March for the Earth Hour event.

Globally, Evian is using the movie's release as a tie-in for the followup to its dancing babies ad from last year.

 

Related Articles

Just Published

1 day ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 day ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 day ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

1 day ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.