After two years of restrictions, movie theaters finally opened to their maximum capacity, but Mexicans still didn't fill the theaters.

Our challenge was not only to launch the most anticipated movie of the year, we had to make people return to the cinemas, but also make them live Spiderman’s latest movie as never before.

Get the fans to take over the campaign, fill the cinemas, create a massive buzz in media and also prevent the spoiler storm a movie like this attract.

We created the first ever mediaverse anti spoiler campaign in the multiverse.

We went from a digital fandom call, to a website, to a fanart, to an out of home billboard, to a pr stunt and finally to an awesome premiere, for the most awaited film of the year. We took a whole array of media to bring a one in a lifetime experience to all of the Mexican Spiderman fan base.

Spoilers are the worst enemy of every premiere. And with the latest Spiderman movie we had to do something to prevent it. The set up from the previous movie also depicted one of the worst spoilers for any superhero, his identity and as we know Spiderman is the most beloved superhero in Mexico, we developed an anti spoiler campaign starting with their fans. The ones that will do anything to prevent a spoiler leakage. Who would be better to keep the secrets of a superhero than its fan base?

We knew the whole multiverse know Spiderman’s identity by now, so we decided to start the campaign with a digital fandom call on our social media. We ask every Spiderman fan to upload a photo to our site proclaiming they are Spiderman. We used those photos as a digital teaser campaign for fans and we used the data and turned those photos into an incredible fan art that took the biggest billboard in the world, the mega screen from the World Trade Center in Mexico City.

Finally we awarded the hardcore fans to a special premiere where they’ll see the movie before anyone else with just one condition, to prevent the spoiler leakage.

All this before the national premier of the film. There was no spoiler leaked, but also everyone was so anxious to see the movie that we broke all records in Mexican cinema history.

Reaching 30 million impressions

28 thousand organic interactions

+20% brand lift

Top 1 spot at box office in Mexican history