Dell Spiderman Scramble: Interactive DOOH Game - Kinetic
Case Studies
Dell Spiderman Scramble: Interactive DOOH Game

To celebrate the release of Dell’s new Inspiron 15 7000 Gaming Laptop and Sony Pictures’ Spider-Man: Homecoming, Dell wanted to bridge the gap between physical and digital by placing audiences in Spider-Man’s shoes with an immersive out-of-home (OOH) plus mobile experience in Times Square powered by Dell Precision mobile workstations.

Timed to the opening weekend of Spider-man: Homecoming and the packed July 4th weekend, the Spidey Scramble gaming experience, powered by Dell hardware turned Times Square into a video game arcade.


Dell allowed four-players at a time to control Spider-Man as he raced to the top of a real-life New York City skyscraper using their mobile phones. The game play was simple, but incredibly compelling. Fastest times were posted on a daily leaderboard, and players could also enter to win a $100 promotional gift card to use on

“I am in the market for a good laptop for both work and play. I am definitely going to check out the Dell Inspiron 15.” – Game Participant

This interactive OOH game built brand equity for both Dell’s new gaming computer as well as Spider-Man: Homecoming, which swung into theaters on July 7 to a $117 Million Domestic opening weekend.
OOH media impressions
non-unique total game players
40 million
impressions via PR efforts
capacity throughout the activation, above average for DOOH activations involving 2nd screen gaming
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