Spiderman 2 hits Texon bus stops for added drama

Following on from the first movie, the distributor placed a larger-than-life model of Spiderman on top of a bus shelter in a busy shopping district, in a partnership with outdoor vendor Texon Media. "People are expecting us to do something dramatic -- and the bus shelters gave us the ideal platform to create something exciting," said Kingmart marketing manager, Veii Chan. "What we've done in a high traffic area reaches a mass target -- from youngsters to business executives." The campaign has also incorporated state-of-the-art touch screen technology, Touch'N'Go, in the form of a Spiderman game developed by multimedia solutions company Sirius International. The interactive touch screen game is available at selected Broadway cinemas.