Everyone knows Dell makes PCs, but most people don’t know they’re a serious contender in the gaming world.  We set out to change that by teaming up with Sony Pictures and Marvel and the release of Spider-Man: Homecoming to launch the Dell Inspiron 15 7000 – a gaming laptop that superpowers your games.

In TV, we stepped into Peter Parker’s shoes to show what happens when a real superhero gets his hands on the laptop.

We blasted our message across social and digital channels as well, where Spider-Man swung into action to highlight the device’s powerful specs. 

Then we took the campaign to the streets. Through a mix of traditional, projected and hand-painted out-of-home, we activated key markets with hard-hitting creative to let people know that Dell is serious about PC gaming.

The campaign reached a crescendo in New York’s Times Square. There we placed audiences in Spider-Man’s shoes in a first-of-its kind out-of-home and mobile experience. Synchronized to the movie’s opening weekend and the 4th of July holiday, fans were able to control Spider-Man with their phones as he raced to the top of a real-life New York City skyscraper on two huge digital screens. Attracting people of all ages from all over the world, the Spider-Man Scramble proved to be a smashing success.

In the end, the campaign put a stake in the ground, shifting the perception that Dell only makes PCs for work, and proving that next-level gaming starts with Dell

MEDIA POST’S DIGITAL OOH AWARD WINNER