Hyundai created a film integration partnership in the upcoming and highly anticipated Spider-Man: No Way Home. Like most product integration partnerships, Hyundai simply wanted to leverage the mass appeal of the film to gain widespread notoriety for the new, all-electric IONIQ 5.

To do so effectively, we knew we needed to make a commercial film that was somehow on par with and worthy of belonging in the conversation alongside the biggest blockbuster film of the year.

Our objective became to drive deeper fan interest and engagement with our film through a relevant storyline, details, information and easter eggs that fans actively seek out and love finding. Then to subtly weave the electric vehicle into the story that was not only relevant but that fans would appreciate and remember.

The choice to embed our film’s storyline in the Marvel Cinematic Universe, and to turn a car commercial into a piece of content that movie fans aggressively seek out, was the idea.

From there we had our story pick up where the last Spider-Man film ended—with Spider-Man’s identity being revealed—and where the third film would begin; creating our own chapter in the trilogy. We carefully crafted the story so that the Hyundai IONIQ 5 is integral in the story as it surprisingly comes to the aid of the web-slinging superhero in the one place he actually needed help, while stranded in the middle of nowhere. We differentiated IONIQ 5 from the overplayed environmental messaging of EVs by making its 300-mileage electric range necessary, and in a tongue-in-cheek way, heroic. Which, of course, the fans appreciated, and remembered.

Spider-Man: No Way Home was looking to be the biggest movie event of 2021. With the hype surrounding the movie’s release, our approach was to somehow become part of the global pop culture conversation. To do so, we needed to make a piece of content that was somehow worthy of belonging in the conversation alongside the biggest blockbuster of the year.

So we embedded our film in the Marvel Cinematic Universe and the Spider-Man trilogy’s storyline. The intriguing storyline around Peter Parker and layering the film with details, possible clues and easter eggs had millions of fans rewatching, sharing and speculating over every single frame.

Broadcast and online placement turned what would have been a straightforward piece of product placement into a piece of content that blurred the line between entertainment and advertising and ultimately had fans calling our film Marvel “canon.”

In collaboration with Spider-Man director Jon Watts, we worked to create a commercial film that looked and felt just like a scene from his movies and carved out its own chapter within the trilogy’s storyline. From there we added details, clues and carefully placed easter eggs that fans were actively seeking and drove enthusiastic engagement.

Global broadcast and online placement drove mass awareness among fans and the public at large.

Media ran for two months supporting the film’s release, starting in mid-November and continuing into January 2022.

The film became a piece of content fans were clamoring for, blurred the line between advertising and entertainment, was a part of the worldwide pop culture conversation and ultimately had fans deem it worthy of being considered Marvel “canon.”

65MM impressions

23MM video views

14MM engagements

91.5 % Positive Brand Sentiment

Facebook: 7042% Increase Organic Views

3360% Increase in Total Engagements

Instagram: 3862% Increase in Total Engagements

Twitter: 4195% Increase in Total Engagements