In May 2002, Sony Pictures plans to release its highly anticipated live-action move featuring the enormously popular comic book hero Spiderman. In order to capitalise on the movie's expected success and the already sizeable online following, Cingular launched a rich media campaign to promote the national airtime offer as well as Spiderman-themed products such as faceplates, ringtones and phone icons.Positioning: Cingular Wireless is the champion of self-expression.Objectives: Connect Cingular's personality with the character and personality of Spiderman; generate awareness and ownership of Cingular's new national airtime offer; promote Cingular data, accessory, and sweepstake offerings; drive traffic to Cingular.com; reinforce Cingular's self-expression brand promise.Target group: both current and potential Cingular customers; general audience 1-49 male and female; Spiderman enthusiasts.