Beyond the banner: Innity spins a new web of engagement with ‘Spider-Man: Across the Spider-Verse’

Heroes are often on display. In the form of statues, miniatures, posters, comic books, and movies. Innity knows this—which is why they opted to go beyond the blockbusters. What the brand prioritised as a standout element is to draw interaction and engagement from its audience, especially with the mobile-first Gen Xs and Millennials.

Having known this, the brand needed an approach that could match the visual innovation and depth of the movie itself, Spider-Man: Across the Spider-Verse. 

This case study explores Innity’s move in bridging entertainment with interactivity by bringing a new advertising format to the table: Mobile Spin+, an immersive, gamified format that allowed a Spider-Verse-like interaction to audiences.

The challenge: Reimagining a multi-verse story

Innity sought to reimagine. To achieve this, they worked with Sony Pictures to create a campaign as bold, dynamic, and multi-dimensional as the Spider-Verse movie. Its objective was not simply to promote a film but to tell the story through digital storytelling. It aimed to:

• Elevate engagement metrics beyond mere awareness to drive performance
• Innovate within mobile ad formats, pushing boundaries in how motion sensors can be used to tell brand stories.

In order to do this, Innity crafted a strategy that combined consumer behavior insights with mobile-first innovation and smart data targeting. It focused on Gen Zs and Millennials aged 15 to 34 who are mobile-first users who actively use smartphones daily, drawn to immersive and visually bold content, and are fans of superheroes and multiverse storytelling.

Using the brand’s Data Management Platform or DMP, segments based on mobile usage behavior, interest in movies, pop culture, and superhero content were identified.

This strategy was formed by three key behavioral trends:

• Ad fatigue among younger users—static banners are often ignored.
• Interactive content holds attention longer and increases emotional connection.
• Motion-driven UX (tilt, swipe, shake) aligns with gaming behaviors, sparking curiosity.

Additionally, this is where Innity deployed Mobile Spin+, its innovative ad format that uses a phone’s gyroscope sensor. This allows users to tilt or spin their phones to ‘travel through the Spider-Verse’. To apply this efficiently, the brand combined the following:

• Gamified creative UX, rewarding motion-based interaction with surprises and character reveals.
• Cinematic visuals from the movie—character animations, multiverse portals, and vivid transitions.

• Live heatmaps and interaction tracking to optimize engagement in real time.
• Smart targeting through Innity’s platform ensured the ad was served to users who were both demographically aligned and behaviorally primed for interaction.

The execution: Bringing Mobile Spin+ to play

Knowing how big a campaign this is, Innity outlined that this did not only require creativity but also precision: the orchestration of timing, technology, and tactical media deployment. 

The campaign’s timeline required agility and speed, as it was then known to be released by 2023.  Within the campaign’s period, the following were executed:

• Ideation, creative concepting, and asset collection from Sony Pictures.
• Development and customization of the Mobile Spin+ format using film visuals.
• Testing across devices to ensure smooth gyroscope functionality and responsiveness.
• Launch across premium mobile inventory, paired with continuous monitoring and optimization.

Under this execution, Innity’s in-house creative, tech, and ad operations teams collaborated closely to reduce the need for outsourcing, allowing for faster turnaround times, enhanced quality control, and cost efficiency that kept the campaign within budget without compromising its impact. 

Media spend was also strategically optimised using insights from previous entertainment campaigns, helping identify the most effective time slots, audience interests, and geo-locations where engagement was consistently strongest.

Leveraging its proprietary Mobile Spin+ ad technology, Innity introduced interactive storytelling layers, each spin or tilt of the ad revealed new visuals or characters, deepening user engagement. Dynamic pre-caching also ensured seamless performance across different devices and network conditions, while real-time analytics dashboards provided live performance data, allowing for mid-flight optimizations that boosted both completion and interaction rates.

The result: Success beyond heights

The campaign’s results underscored the impact of blending creative technology with culturally resonant storytelling. 

The Mobile Spin+ format achieved a click-through rate (CTR) of 3.02%, marking a 50% lift over standard mobile ad benchmarks and demonstrating how the interactive format successfully inspired users to take action. 

Aside from this, the viewability rate also reached 95%, ensuring that nearly every impression was genuinely seen rather than scrolled past, an indicator of strong creative placement and effective visual execution. Meanwhile, the engagement rate (ER) soared to 37.38%, revealing that over a third of users actively interacted with the ad. 

In an era of banner fatigue, such a figure underscores the ad’s ability to cut through digital noise and captivate the Spider-Verse audience.

Beyond numbers, the campaign also made a notable qualitative impact. Users described the activation as a “mini Spider-Verse experience” within an ad unit, proof that innovation in ad formats can spark genuine delight and create lasting impressions. The campaign further strengthened Sony Pictures’ local movie launch, maintaining strong visibility in a crowded release period.

From a return-on-investment standpoint, the Mobile Spin+ format maximized engagement per impression, reduced bounce rates, and enhanced content interaction, ultimately amplifying reach through immersive storytelling.

Spinning beyond the screens

In essence, the campaign not only exceeded industry benchmarks but also redefined what mobile advertising can achieve, showing that when creative technology meets cultural relevance, digital ads can go beyond visibility to become truly memorable experiences.

Innity’s collaboration with Sony Pictures for Spider-Man: Across the Spider-Verse demonstrated how digital advertising can evolve beyond passive viewership into participatory storytelling. The campaign’s success lay not only in its numbers but in how it reimagined what mobile interactivity could look like, transforming an ad unit into a narrative touchpoint that felt alive and responsive. 

Through Mobile Spin+, Innity proved that when creativity, technology, and data align, audiences don’t just see a story—they experience it. The result is a blueprint for the next wave of entertainment marketing, where innovation spins audiences deeper into the worlds they love.