Sony Pictures needed to launch a high-profile action to ensure a strong first weekend for the release, looking to energize moviegoer figures, which dropped from 105 million in 2019 to just 27 in 2020.

Challenges:

• The film’s target customers are going less and less to the cinema because of all the other leisure alternatives available. In 2020, 35% of Spaniards said they could be perfectly happy without ever going to the cinema (France Television).

• The premiere coincided with blockbusters like Ghostbusters and Way Down, of potential interest to the target.

• The omicron variant of Covid-19 was spreading, with thousands of cases and affecting interesting in going to the movies.

Objective:

• Generate conversation about the film among the target audience to fuel their desire to go to the cinema.

KPI: to be among the top 3 highest-grossing films during its first weekend of release.

El Rubius and AuronPlay, two of the world's most famous streamers, played with the idea that "reality had been altered", exchanging, without warning, their personalities and their Twitch channels.

Everyone who got on AuronPlay’s channel found El Rubius, and vice versa. One became the other. In addition to switching their personalities, they also did so with their avatars from Tortillaland, the hottest series on Twitch.

After almost two hours of live streaming the answer came that the whole Internet was looking for when the creators’ content was interrupted by the famous Dr. Strange (we even got the character's dubbing artist in Spain), who, on behalf of Sony Pictures, apologized for the alteration of reality and returned everything to normal, taking the opportunity to invite everyone to enjoy the new movie in theatres.

To achieve the exposure we were looking for, we brought together two of the most famous streamers among the target: El Rubius (third most watched streamer in Spain in 2021) and AuronPlay (first most watched streamer in Spain 2021).

But these are two celebrities who develop all kinds of content, continuously, and have participated in several collaborative efforts with brands. So, how could we ensure that our piece was properly associated with the film and, at the same time, could stand out from other brands? How could we impact our target and get them to the cinema?

We decided to base it on the central plot of the film, which has to do with the phenomenon of the digital conversation: THE METAVERSE. In the film, the characters exist in parallel realities, participating in scenes in which space-time blurs in multiple directions.

El Rubius and AuronPlay play with with the idea that "reality had been altered", exchanging, as never before, something sacred: their social profiles:

• As they do every day, they announced their livestream on Twitch through Instagram. But this time El Rubius uploaded the story on AuronPlay's account, pretending to be him, and vice versa.

• They did the same thing on Twitch. When users connected to AuronPlay's stream, El Rubius appeared, impersonating his counterpart, and vice versa, which had the effect of creating a "Twitchverse".

• After two hours of live coverage, during which the networks were buzzing about the situation, with no one knowing what was going on, the content was interrupted by Dr. Strange giving the answer that everyone was looking for.

• Finally, Sony Pictures shared a statement on the networks apologizing for this "alteration of reality".

Spider-Man: No Way Home was the film with the best opening weekend in Spain in 2021, with €7.2M at the box office, more than double the second in the ranking Venom 2.

• Although it was released on 12/16, it was the highest-grossing film of 2021, at 18.5 million.

• 2.9 million viewers saw the film in 2021.

• It was the film with the most viewers of the entire saga, surpassing by almost 1 the next most-watched Spider-Man, in 2002, by almost 1 million people (Box Office Spain.com).

• More than 250,000 live users.

• TT in Spain, Mexico and Peru.

• “Golden Minute” (Most watched of the week on Twitch).

• Sentiment generated; 98% Positive, 2% Neutral.

• More than 6 million accumulated views (to date).

• 37M range.

• 70% of Sony's social conversation revolved around the campaign while it was on the air.