Web-Slinging Across the Globe: How Google Maps Platform Powered Sony’s Spider-Man Campaign
- 28East
- Aug 13
- 2 min read
To celebrate the release of Sony Pictures’ Spider-Man™: Brand New Day, Sony collaborated with Samsung and Google Maps to bring the cinematic world directly to fans worldwide.
Inspired by an in-world app created by Ned Leeds in the film, Sony turned that screen concept into a real-world digital tracking experience with SpideyTracker.com.
The Spidey Tracker website features Spider-Man sightings, campaign events, Easter eggs, fan-generated content, and exclusive film footage.
Using a customised map built on Google Maps Platform, fans can embark on an interactive global experience to follow Spider-Man activations across 35 countries.
The Engineering Behind the Custom Interactive Map
Building a high-traffic promotional campaign spanning multiple continents required scalability, rapid load speeds, and rich location capabilities.
Developers relied on Google Maps Platform APIs to build the foundation:
Maps JavaScript API: Serves as the interactive, custom-styled global map base.
Cloud-based Maps Styling: Delivers custom visual branding across map tiles.
Advanced Markers: Renders custom Spider-Man pin designs for specific locations.
Street View API: Allows fans to drop into 360-degree street-level scenes at sighting spots.
Geolocation: Automatically orients users on the map relative to nearby campaign activations.
The platform also integrates a live X feed alongside a custom event panel to keep global audiences updated.
Powered by Samsung, the site offers an Exclusives section featuring downloadable wallpapers, stickers, and emoji packs designed for Galaxy devices.
Interactive Storytelling with Street View
To deepen engagement, five hidden Spider-Man moments were staged across New York City and captured directly by the Google Maps Street View car.
These scenes, ranging from rooftop perches to web-slinging action, are embedded directly into Google Maps, allowing fans to explore NYC virtually to hunt down Easter eggs.
By leveraging Google Maps and Google Maps Platform, Sony Pictures demonstrated how spatial data and custom mapping APIs can transform standard marketing into an immersive, interactive fan experience.
How 28East Helps You Build Map-Powered Applications
Translating creative concepts or complex operational requirements into functional, high-performing software requires expert guidance.
As your dedicated local Google Cloud partner, 28East specialises in designing and deploying custom map-powered applications across Africa.
From custom map development to seamless API integration, our team is ready to support you every step of the way.
Get in touch with our team to discuss your business needs today!
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