In line with Dell’s global integrated marketing campaign, Dell India launched its integrated marketing campaign with Sony Pictures for the much awaited cinematic release, ‘Spider-Man: Homecoming,’ to be released in India on July 7. The broad popularity of the Spider-Man franchise and the use of gaming technology by the characters in the upcoming film presented a real opportunity to showcase Dell’s Inspiron gaming line as part of the campaign and bring Dell’s expertise in high-performance gaming to more people.
Marvel fans and Dell’s consumers will see Peter Parker, the central character in Spider-Man: Homecoming, using the new gaming machine, as the two team up in the cinematic adventure. The Dell Inspiron 15 7000 Gaming Laptop will appear in a pivotal scene as Peter Parker’s best friend, Ned, an avid gamer, connects his Inspiron 15 Gaming laptop to a Spider-Man suit chock-full of new technology, courtesy of Tony Stark. Stark’s friend and confidant, Happy Hogan, also uses the award winning Dell XPS 13 2-in-1.
Dell India, which recently launched its line-up of Dell Gaming System, will now be taking Spider-Man: Homecoming to consumers via a 360-degree campaign that includes cinema, print, and digital advertising in addition to OOH and retail amplification across Dell Exclusive Stores, large format and multi-brand outlets. For wider audience outreach, the campaign will also have high visibility at airports in Delhi, Mumbai, Bangalore, Hyderabad and Chennai and via an online splash across YouTube and online ticket booking service, Book My Show. The Dell and Spider-Man: Homecoming promotional ad featuring Dell Inspiron 15 7000 Gaming laptop – Dell’s latest high-performance device for gamers in India - will run across 45+ cinema screens in metro cities.
“Michael Dell founded Dell in his college dorm room – he’s exactly the kind of person that Peter Parker would look up to,” said Stephanie Cohen, Senior Vice President, Sony Pictures National Marketing Partnerships. “Our Peter is a STEM student, working on the cutting edge, with the inherent creativity and entrepreneurial spirit that drove Dell. That’s why we feel this collaboration is a natural fit and we’re thrilled to be teaming up with Dell.”
Ritu Gupta, Director, Marketing, Consumer & Small Business, Dell, India said, “Having launched the new Inspiron 15 Gaming notebooks as part of Dell’s gaming portfolio in India just last month, this association has come at the perfect time. We hope that gamers looking for the latest in technology, and fans of the Marvel Cinematic Universe will be thrilled to witness how their favorite superhero comes together with Dell’s latest addition to its gaming range, in Marvel’s latest adventure. This marks the first of several exciting initiatives, as part of our focus on this segment.”