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Liberty Mutual swings into action with Spider-Man-themed newsstand in New York


By John Glenday | Reporter

December 13, 2021 | 4 min read

A web of intrigue around Spider-Man’s latest cinematic adventure is being spun in New York by a Daily Bugle newsstand pop-up that declares the sticky superhero to be ‘public enemy #1.’


The newspaper has been realized in partnership with Liberty Mutual Insurance

Timed to coincide with the release of Spider-Man: No Way Home, the fictional tabloid has jumped dimensions to appear for real in our slice of the multiverse, with free copies being distributed to New Yorkers curious to learn the identity of the rooftop-bounding vigilante.

A dedicated kiosk has been installed on the Upper East Side devoted entirely to the newspaper, with a front page bearing the sensationalist headline ‘Spider Maniac’s Web of Destruction.’ An accompanying billboard peels back the latex mask to reveal the beaming face of Tom Holland, the latest actor to play the role of Peter Parker.

Taking the fun idea and running with it, the fully fleshed-out paper has been realized in partnership with Liberty Mutual Insurance, which partnered with Goodby Silverstein & Partners and Sony Pictures to print a limited run of 3,000 copies. An accompanying poster displays the Liberty Mutual brand with the legend: ‘Savings, Our Superpower.’

Curious readers who pick up a copy can peruse a slew of articles denigrating the ‘Spider Menace’ in a character assassination drive spearheaded by Jay Jonah Jameson, publisher of the Daily Bugle within Spider-Man’s world.

Jeffrey Godsick, executive vice-president of global partnerships and brand management from Sony Pictures Entertainment, said: “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 version of the Daily Bugle will be distributed from one secret newsstand in New York City.”

The PR campaign extends to a promotion in the New York Post and comes complete with an automated tip line for citizens to report sightings of the ‘Spider Menace’ to bring him to ‘justice.’

Spider-Man has been the focus of a slew of themed tie-ins, from plugging the Singaporean property market to partnering with Audi.

Modern Marketing Brand Strategy Insurance

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Sony Corporation is one of the leading manufacturers of electronic products. Its business also includes gaming, entertainment, and financial services.

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