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Strategy June 18, 2019

Spider-Man Swag Goes Sky High With United Airlines

The airline is providing select passengers with amenity kits that are filled with Spider-Man branded merchandise during June and July.

By  Christopher Ruvo

Every marketer wants their campaign to stick like web to intended audiences, but United Airlines is taking that concept to a new level with a promotional product-fueled initiative centered on the world’s most popular web slinger: Spider-Man.

As buzz builds in the lead up to the July 2 U.S. release of the film Spider-Man: Far From Home, United Airlines is providing limited edition Spider-Man themed amenity kits to its Polaris business-class passengers. The kits feature Spidey-branded products that include an embossed pouch, socks, a sleeping mask, ear plugs, a toothbrush, toothpaste, tissues, a pen and Sunday Riley luxury skin-care products.

The kits were getting love from United passengers on social media.

Available in June and July, the amenity kits are the fruit of a partnership between United Airlines, Sony Pictures and Marvel Studios/Disney. They build on United’s appearance in the film; United is the airline Peter Parker (Spider-Man, of course) flies to Europe.

“For decades, Spider-Man has consistently shown the importance of using power to do good and to keep the public safe. We also believe that our greatest responsibility is to keep our customers and crew safe on board our aircraft,” Mark Krolick, United’s vice-president of marketing, said in a press release.

As part of the partnership, United and the Spider-Man brand teamed up to produce a Spider-Man themed in-flight safety video that the airline is currently showing. United CEO Oscar Munoz is in it. So are Spider-Man: Far From Home actors Jacob Batalon and Tony Revolori. And, as is common in Marvel movies, there’s a nod to Spider-Man creator Stan Lee. Excelsior!