Samsung is extending its partnership with Sony Pictures’ upcoming Spider-Man: Brand New Day beyond the big screen, integrating Galaxy devices into the film while also launching an interactive fan experience designed to blur the line between fiction and reality.
The film, set for theatrical release on 31 July, will feature key characters using Samsung’s Galaxy Z Flip, Galaxy Z Fold and Galaxy Watch, with the devices woven into on-screen storytelling as part of the characters’ everyday interactions.
Beyond product placement, Samsung is also activating a transmedia campaign centred on the “Spidey tracker”, a fictional in-film tool created by character Ned Leeds, played by Jacob Batalon, which is now being brought to life as a real-world digital experience.
The “Spidey tracker”, powered by Samsung Galaxy, allows fans across 35 markets to track “Spider-Man sightings” through a dedicated website and social channels, including X. The experience surfaces a mix of live activations, cast content, interviews, fan submissions and hidden Easter eggs, effectively extending the film narrative into digital and real-world environments.
The campaign is designed to expand storytelling beyond cinema while strengthening fan engagement through participation and community-driven content.
Through the film integration, Galaxy Z Flip is featured in Spider-Man’s hands, while Galaxy Z Fold and Galaxy Watch are used by Ned Leeds as he attempts to locate Spider-Man, highlighting the devices’ portability, multitasking capabilities and connectivity features.
The brand said the collaboration reflects its broader positioning around connection and communication, aligning with Spider-Man’s long-standing themes of community and relationships.
“Spider-Man has always been a hero defined by his connection to his community,” Jeffrey Godsick, executive vice president, global partnerships at Sony Pictures, said.
“Teaming up with Samsung helped bring that spirit to life both on screen and beyond, integrating the technology people use every day into Spider-Man’s world while also bringing innovative and fun new ways for fans to engage through the Spidey Tracker.”
The campaign will roll out across digital platforms and real-world touchpoints over the summer, with potential appearances at live events, creator content and selected Samsung retail locations.
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