Critics and audiences alike have welcomed Marvel’s Spider-Man 2 with open arms. The recently released PlayStation 5 exclusive currently holds a “91” rating on Metacritic, making it one of the best-rated PlayStation exclusives to date. But, while the game didn’t need much marketing to get hyped, this hasn’t stopped Sony and Insomniac Games from pulling off stunts, literally. After going viral for talking about the much-meme’d 19 inches of Venom, Marvel’s Spider-Man 2 is making rounds on the internet for a marketing stunt gone right in Australia.
In what can only be described as an ingenious marketing tactic, PlayStation has staged a real-life truck accident in the middle of Sydney’s Watermans Cove in Barangaroo. The spectacle features a truck, adorned with the game’s branding, seemingly saved from a tragic fate by the webs of Peter Parker and Miles Morales. The back of the truck is dramatically suspended in the air, portraying the idea of an imminent crash that was thwarted by the web-slinging superheroes. This illusion of a high stakes action scenario captures the very essence of the game’s adventurous spirit.
This Spectacular Save, as it’s aptly named, not only offers a visual treat but also immerses visitors in the world of Spider-Man. Fans who visit can expect to be a part of an engaging environment full of NPC characters and New York Bagels, adding another layer of authenticity to the experience. Unfortunately, the event will be over by the time you read this post, but still – kudos to Sony!
Speaking on the occasion, Patrick Lagana, the director of marketing at PlayStation Australia, expressed his enthusiasm about the unique promotional strategy. Marvel’s Spider-Man 2 is one of the most anticipated PS5 games to date,” he said. “We wanted to showcase the power and imagination of Spider-Man, and our partners Akcelo and Poem have created a campaign that really captures attention.”
This collaborative effort resonates with the game’s tagline “Be Greater. Together,” emphasizing the unity of Peter Parker and Miles Morales in their shared mission.
Echoing a similar sentiment, Aden Hepburn, CEO at Akcelo, conveyed his joy at bringing this monumental experience to life. Spider-Man, as he stated, is a dream project for many, and this real-world replication of the game’s suspense and action serves to intensify the connection between fans and the gaming universe.
To further promote the exhibit, PlayStation Australia has released a YouTube video showcasing the scene at Watermans Cove. This larger-than-life installation not only features the mid-air suspended truck but also incorporates Spider-Man’s iconic white web design juxtaposed with the Symbiote’s black web pattern. Adding to the realism, there are individuals acting as in-game police officers, making remarks about the Spider-Men to heighten the immersive experience.
While the impact of this campaign has largely been positive, eliciting reactions such as “Ok that’s sick,” from fans and enthusiasts alike, it also brought out humor from others. One user humorously commented, “Nah, that truck actually crashed, Australia is just full of spiders,” poking fun at Australia being endemic to two lethal spiders, among others. Another playful observation drew upon the fictional character J. Jonah Jameson’s typical disdain for Spider-Man, imagining him accusing the hero of vandalizing a promotional truck.
Marvel’s Spider-Man 2 isn’t the first game to have employed such imaginative marketing techniques. A similar strategy was adopted by Blizzard during the launch of Warlords of Draenor, where they planted Gorehowl into a Taxi right in the middle of Times Square. More recently, Blizzard is asking Diablo 4 players to donate blood as part of an ongoing event.
It’s safe to say that this campaign, like the webs of Spider-Man, has effectively captured the attention of many, making Marvel’s Spider-Man 2 an unforgettable gaming phenomenon.
Speaking of Marvel’s Spider-Man 2, the game will apparently be bundled with the PlayStation 5 in its initial launch on November 8.
