Movie franchises tend to deliver diminishing box office performances.
OMD needed to evolve their movie marketing strategy to match the $116 million takings of the 'Spiderman 2' opening weekend.
Movie-goers had become more cynical of traditional mass media media marketing techniques.
That was the problem facing OMD International for the launch of "Spiderman 3".
Here's how they took advantage of "people media" to create talkability and buzz.
Discover how some inspirational campaign work with international media got audiences around the world caught in the web!
Click on the video link below to see this case study in full.
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