Spider-Man: Across the Spider-Verse

Fans become official members of the Spider-Society through an interactive and engaging Community SMS campaign for Spider-Man: Across the Spider-Verse

Overview

Our Spidey Senses are tingling… Miles Morales is back in Spider-Man: Across the Spider-Verse. For the theatrical release of Across the Spider-Verse, DMM partnered with Sony Pictures for an engaging and out-of-the-box SMS marketing campaign via Community that allowed mega-fans to become official members of the Spider Society. We developed a strategy to acquire subscribers and provide an experience unavailable on any other platform. Subscribers of the Spider Society phone number received the latest news about the film, participated in interactive missions and received encouraging messages from their very own Spider Mentor. Overall, we strategized and executed 47 text campaigns and dedicated 35+ hours of replying to fans over the course of the campaign.

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Objectives

We tapped into Community’s unique capabilities and curated a personalized 1-to-1 experience for subscribers. Our primary objectives were to build excitement for the film and foster engagement among subscribers of this new phone number dedicated to the Spider Society. To achieve this, we implemented fan-forward tactics such as allowing subscribers to choose their very own Spider Mentor to guide them through the Spider-Verse, conducted a Q&A with Hailee Steinfeld and Shameik Moore, rewarded fans with exclusive character posters and so much more.

Utilizing Community’s segmentation capability, we asked fans to pick a Spider Mentor among a list of four fan-favorite Spider-People. Over 88.2% of overall subscribers participated in our audience segmentation by selecting a Spider Mentor, making it one of the most successful segmentation activations the platform has seen to date. We enlisted talent to record voice memos as their character that we sent directly to fans, allowing us to foster meaningful interactions and engagement within each mentor segment. By aligning our strategy with the interests of our subscribers, engagement from fans flourished and enhanced the overall campaign experience.

Results

The Spider Society line is currently the largest entertainment brand on Community! Over 88.2% of overall subscribers participated in our audience segmentation by selecting their Spider-Mentor, making it one of the most successful segmentation activations the platform has seen to date. Additionally, this campaign exceeded Community’s benchmark numbers for entertainment brands, reaching a 61.77% average click through rate (benchmark: 19.5%), a 20.47% average response rate for text campaigns (benchmark: 12.2%), and a 99.94% retention rate across the entire campaign (benchmark: 97.5%).

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