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Sony Pictures and TikTok brought over 100 creators together for a joint campaign that highlights the power of active fan participation.
by Ivy Chan August 13 2026
When the first trailer for Spider-Man: Brand New Day dropped, TikTok immediately flooded with fan edits and custom recuts. The surge of posts proved a growing truth in modern film marketing: Movie promotion now hinges on active fan participation.
Capitalizing on this momentum, Sony Pictures and TikTok launched a creator-first campaign that brought more than 140 global creators to Los Angeles in mid-July, channeling organic internet hype into a powerhouse promotional event. The campaign centered around an in-app fan edit contest that sparked 3,205 qualified fan-created posts, generating more than 12 million views.
