The Objective
Use Community's SMS platform to turn casual and super fans into official Spider Society members, making them feel like true insiders with a personalized, talent-forward campaign.
The Strategy
Let fans choose a Spider Mentor and receive exclusive, custom voice memos and updates directly from their favorite characters. With 47 text campaigns and interactive missions, every message was designed to deepen fan investment and make the campaign feel like a real extension of the Spider-Verse.
The Result
Achieved a 61.77% CTR (benchmark: 19.5%) and a 99.94% retention rate, becoming Community’s largest entertainment campaign ever.
Join the Spider Society
Ahead of Across The Spider-Verse, we turned fans into official Spider Society members with personalized missions, exclusive content, and talent-led replies. Choosing a Spider Mentor unlocked direct messages, updates, and voice memos from favorite characters. OOH support and in-world tasks made the SMS campaign feel like an authentic extension of the film's narrative.