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Spider-Man's Daily Bugle Makes an Appearance in New York City

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Goodby Silverstein & Partners teams up with Sony Pictures Entertainment and Liberty Mutual on Spider-Man: No Way Home activation

Spider-Man's Daily Bugle Makes an Appearance in New York City

Today, Liberty Mutual Insurance is teaming up with Sony Pictures Entertainment around the highly anticipated film, Spider-Man: No Way Home. Created by Goodby Silverstein & Partners, the partnership will bring the Daily Bugle to the Streets of New York City.

To celebrate the new collaboration, Liberty Mutual is launching a real-world Daily Bugle newspaper on Friday to give readers a taste of the fictional destruction coming to NYC in the new Spider-Man: No Way Home movie – and to position themselves as the insurance company that can protect what’s yours, even if villains from the Multiverse strike. 


“Evolving our advertising for the future requires exploring new ways to engage with consumers,” said Liberty Mutual chief marketing officer, global retail markets US, Jenna Lebel. “Spider-Man is a globally recognizable character with a passionate following, and we’re excited to see the engagement and results this partnership will drive for our brand.” 

The global insurance firm will transform an unassuming NYC newsstand into a modern Daily Bugle outlet, giving away limited edition copies that perfectly replicate the fictional and famed newspaper from the Spider-Man universe. This special edition will be filled with Spider-Man related articles and contextual Liberty Mutual ads that wink to the new movie’s anticipated storyline. 

Within the paper is also a Daily Bugle tip-line that fans can call to report their Spider-Man sightings. 

Liberty Mutual will also be transforming the cover of the New York Post so subscribers far and wide can get their hands on the experience. 

“Spider-Man: No Way Home has been surrounded by secrets, rumors, and tremendous buzz since production began so it’s quite fitting that a real and limited edition of the Daily Bugle will be distributed from one secret newsstand in New York City,” said Jeffrey Godsick, EVP of global partnerships and brand management from Sony Entertainment Pictures.

The Daily Bugle pop up will appear Friday 10th Dec, in the Upper East Side. Die-hard Spider fans are urged to get there early as there are just 3,000 copies to give away. And viewers should keep an eye out for a TV spot featuring Spider-Man, LiMu and Doug that further promotes the partnership. 

Spider-Man: No Way Home debuts exclusively in movie theaters on December 17. 

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Categories: Insurance, Finance

Goodby Silverstein & Partners, Fri, 10 Dec 2021 16:28:51 GMT