Spiderman on your neighbourhood walls

‘Spiderman 3’, the much awaited and much publicised Hollywood movie, hit theatre screens on May 4. Soon after, the super hero made his presence felt in malls across cities, too. 

MOMS Outdoor Media Solutions, the outdoor division of Madison, came up with an innovative initiative to promote the movie. It created huge, king sized, inflatable Spiderman effigies and hung them upside down from atop malls.

“In today’s times, as every brand strives to do something innovative, we have successfully created an impact for the movie, especially for kids,” says Rajneesh Bahl, COO, West and South, MOMS.

MOMS claims that this is the first time in India that an inflatable promotion of this size and magnitude has been implemented.  

The initiative will be replicated in other cities such as Delhi, Bangalore and Chennai as well. The movie was heavily promoted in multiplexes across the country with the help of trailers and large cut-outs of Spiderman. P9 Integrated, the agency promoting the film, has also used television to announce its arrival.  

“A movie of this scale is best marketed with the help of the audio-visual medium. Moreover, it reaches the lowest common denominator of our target audience,” explains Navin Shah, CEO, P9 Integrated.  

Among other initiatives to promote the movie, P9 has also tied up with Radio City to create exclusive programming for ‘Spiderman 3’, including contests and grand prizes.  

Many brands, such as Sony Ericsson, PVR Cinemas and Rediff.com, have engaged in cross promotions with the movie. From ads featuring Spiderman clips to limited edition Spiderman merchandise, all possibilities have been explored.

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