The marketing for the Spider-Man: Brand New Day trailer, which officially dropped yesterday, March 18, 2026, was built around a high-engagement “Global Fan Rollout.” Sony and Marvel skipped traditional big-budget slots like the Super Bowl to focus on a community-driven digital event.
In a move that Tom Holland described as “something that has never been done before,” the campaign turned the trailer release into a 24-hour worldwide event. Instead of a single studio drop, 23 brief (approximately 2-second) clips of the trailer were given to various Spider-Man fans and content creators across the globe. Clips were released sequentially as the sun rose in different time zones, creating a “Brand New Day” across the world, literally and figuratively. Tom Holland tagged the first Spider-Man fan (from Peru) who shared a clip of the trailer. Then, each fan tagged the next until all clips were released, circling back to Tom Holland for the official trailer. The event culminated in New York City on the morning of March 18, where Holland officially unveiled the full 2-minute trailer from the top of the Empire State Building as the sun rose over the city.
Tom Holland's Announcement
NOTE: Go to next slide of each of the Instagram posts for a piece of the trailer
1. Lima, Perú
2. Columbus Ohio
3. Ciudad de México
4. Las Vegas, Nevada
5. Honolulu, Hawai’i
6. Auckland, New Zealand
7. Melbourne, Australia
8. Tokyo, Japan
9. Seoul, South Korea
10. Singapore
11. Indonesia
12. Almaty, Kazakhstan
13. Mumbai, India
14. Istanbul, Türkiye
15. Turku, Finland
16. Limpopo, South Africa
17. Munich, Germany
18. Rome, Italy
19. Paris, France
20. Oviedo, España
21. North Wales, UK
22. Rio de Janeiro, Brazil
23. Buenos Aires, Argentina
Trailer Launch - New York City
Spider-Man: Brand New Day - Official Trailer
The release of the Spider-Man Brand New Day trailer shows how film marketing is evolving beyond traditional methods. By turning fans into participants, Sony and Marvel created not just hype, but a shared global moment. It’s a reminder that sometimes, the way a story is introduced can be just as compelling as the story itself.
Now here are some other creative movie marketing campaigns that worked.