Samsung is letting fans track Spider-Man in real time

Samsung is extending its partnership with Sony Pictures’ upcoming Spider-Man: Brand New Day beyond the big screen, integrating Galaxy devices into the film while also launching an interactive fan experience designed to blur the line between fiction and reality.

The upcoming film, set for theatrical release on 31 July, will feature key characters using Samsung’s Galaxy Z Flip, Galaxy Z Fold and Galaxy Watch, with the devices woven into on-screen storytelling as part of the characters’ everyday interactions.

Beyond product placement, Samsung is also activating a transmedia campaign centred on the “Spidey tracker”, a fictional in-film tool created by character Ned Leeds, played by Jacob Batalon, which is now being brought to life as a real-world digital experience.

Don't miss: Your friendly neighbourhood airline? Scoot launches Spider-Man-themed flights 

The "Spidey tracker", powered by Samsung Galaxy, allows fans across 35 markets to track “Spider-Man sightings” through a dedicated website and social channels, including X. The experience surfaces a mix of live activations, cast content, interviews, fan submissions and hidden Easter eggs, effectively extending the film narrative into digital and real-world environments.

The campaign is designed to expand storytelling beyond cinema while strengthening fan engagement through participation and community-driven content.

Through the film integration, Galaxy Z Flip is featured in Spider-Man’s hands, while Galaxy Z Fold and Galaxy Watch are used by Ned Leeds as he attempts to locate Spider-Man, highlighting the devices’ portability, multitasking capabilities and connectivity features.

The brand said the collaboration reflects its broader positioning around connection and communication, aligning with Spider-Man’s long-standing themes of community and relationships.

“Spider-Man has always been a hero defined by his connection to his community,” said Jeffrey Godsick, executive vice president, global partnerships at Sony Pictures Entertainment.

“Teaming up with Samsung helped bring that spirit to life both on screen and beyond, integrating the technology people use every day into Spider-Man’s world while also bringing innovative and fun new ways for fans to engage through the Spidey Tracker,” he added.

The campaign will roll out across digital platforms and real-world touchpoints over the summer, with potential appearances at live events, creator content and selected Samsung retail locations.

Samsung is extending its partnership with Sony Pictures’ upcoming “Spider-Man™: Brand New Day” beyond the big screen, integrating Galaxy devices into the film while also launching an interactive fan experience designed to blur the line between fiction and reality.

The upcoming film, set for theatrical release on July 31, will feature key characters using Samsung’s Galaxy Z Flip, Galaxy Z Fold and Galaxy Watch, with the devices woven into on-screen storytelling as part of the characters’ everyday interactions.

Beyond product placement, Samsung is also activating a transmedia campaign centred on the “Spidey Tracker”, a fictional in-film tool created by Ned Leeds, played by Jacob Batalon, which is now being brought to life as a real-world digital experience.

The Spidey Tracker, powered by Samsung Galaxy, allows fans across 35 markets to track “Spider-Man sightings” through a dedicated website and social channels, including X. The experience surfaces a mix of live activations, cast content, interviews, fan submissions and hidden Easter eggs, effectively extending the film narrative into digital and real-world environments.

Samsung said the campaign is designed to expand storytelling beyond cinema while strengthening fan engagement through participation and community-driven content.

Through the film integration, Galaxy Z Flip is featured in Spider-Man’s hands, while Galaxy Z Fold and Galaxy Watch are used by Ned Leeds as he attempts to locate Spider-Man, highlighting the devices’ portability, multitasking capabilities and connectivity features.

The brand said the collaboration reflects its broader positioning around connection and communication, aligning with Spider-Man’s long-standing themes of community and relationships.

“Spider-Man has always been a hero defined by his connection to his community,” said Jeffrey Godsick, executive vice president, global partnerships at Sony Pictures Entertainment.

“Teaming up with Samsung helped bring that spirit to life both on screen and beyond, integrating the technology people use every day into Spider-Man’s world while also bringing innovative and fun new ways for fans to engage through the Spidey Tracker,” he added.

The campaign will roll out across digital platforms and real-world touchpoints over the summer, with potential appearances at live events, creator content and selected Samsung retail locations.

The collaboration follows Samsung’s broader push to embed its Galaxy devices within major entertainment IP as part of a transmedia marketing strategy.

In April, the brand partnered with The Devil Wears Prada 2 on a global campaign featuring the Galaxy S26 Ultra, integrating its AI-powered “Circle to Search” feature into a fashion-led narrative and extending it into real-world activations, including a “Runway cam #withGalaxy” at the film’s New York premiere.

Related articles:  
Sony Pictures' CEO urges cinemas to cut ad reels before films   
M&M’S powers up Marvel tie-up with APAC gaming adventure 
Sony's Venom takes over MRT with interactive campaign, train wraps