Objectives

For our Hyundai x Spider-Man film integration partnership, we set out to create a piece of content that felt as if it was part of the ongoing Spider-Man Universe. Additionally, to make our story work, we had to take Peter Parker out of Manhattan and achieve the illusion that he was hiding in the one-story world of rural America. 

To do this, we worked with the “No Way Home” director, Jon Watts to utilize cinematography and visual effects to seamlessly mirror the look of the movies and embed our story as an interstitial scene between the end of the second film and leading up to the highly anticipated third installment, Spider-Man: No Way Home.

Strategy and Execution

The premise of our film was to create a reason that Spider-Man would actually need the aid of a car in the first place. So we set our story with Peter Parker in hiding somewhere in rural America after having his identity revealed to the world at the conclusion of the second movie. Here, without the aid of tall buildings to swing from, Spider-Man was effectively stranded. We achieved this landscape largely through the use of visual effects. Additionally we utilized visual effects to carefully hide Easter eggs throughout the film that had fans hunting, frame-by-frame, for any clues about what was to come in the third Spider-Man movie. The subtle placements had fans all over the world re-watching, posting and speculating like crazy. These valuable clues, and our storyline that bridged the two movies, helped our film become part of the pop culture conversation around the biggest movie event of the year.

Results

Ace Metrix:

• “Only Way Home” :30 scored 598 on Ace Metrix (among Tier 1 audiences), significantly above the norm on Attention, Likability, Watchability and Information.

  • One of Hyundai’s top-performing spots in Q4 2021.

Social:

Overall visits to H.com were significantly higher in December as a result of the Spider-Man media partnership. Of the ~535K total visits, ~301K was attributed to the social campaign. This yielded 194% (compared to Oct) and 81% (compared to Nov) MoM increases.

• ​​Paid: 300,183 visits to IONIQ 5 VLP

• Organic: 24,185 visits

  • 99% of posts driving to NE VLP, so there’s limited traffic to the NX4 VLP.

• Organic + Paid

• 65MM impressions

• 23MM video views

• 14MM engagements

H.com:

As of 12/12 we had 2,720 poster downloads.  Download traffic by channels: 

• Email: 72%

• Natural Search: 15%

• Paid Search: 6%

• Direct: 3%

• Other: 4%

Press:  

• News of the IONIQ 5 and Tucson’s debut in ‘Spider-Man: No Way Home’ has driven a total of 63 stories (49 original)

  • Total impressions: 210,481,624

  • 46% Pos/54%Neutral/0%Neg

Media