Samsung and Sony Turn Spider-Man: Brand New Day Into a Global ARG With the Spidey Tracker

Samsung and Sony Pictures are blurring the line between cinema and reality for the upcoming Spider-Man: Brand New Day. The centerpiece of their partnership is the Spidey Tracker Powered by Samsung Galaxy, a real-world interactive website launching on June 17, 2026, which directly mirrors a plot point from the film. Alongside the digital experience, Samsung’s latest foldable phones and wearables will feature prominently on screen when the movie hits theaters on July 31.

Spidey Tracker: A Film Plot Brought to Life

The Spidey Tracker is more than just a marketing website; it’s a narrative transmedia play. In the film, the character Ned Leeds (played by Jacob Batalon) builds a custom website on a Samsung Galaxy device to track “Spider-Man sightings” around New York City after the world has forgotten Peter Parker’s identity . Samsung and Sony are bringing that exact fictional website into the real world.

The interactive experience, hosted at SpideyTracker.com, officially launches on June 17 at 3 p.m. ET, deliberately coinciding with the release of the film’s second trailer . Once live, the site will function as a global sightings map, allowing fans to follow and submit Spider-Man appearances at real-world events, popular creator videos, and Samsung Experience Stores across 35 countries . Sony describes it as a “fan-driven experience unfolding online and in real-world spaces throughout the summer” .

The campaign promises a steady rollout of content, including cast appearances, interviews, live activations, and hidden Easter eggs, effectively turning the film’s press tour into an alternate reality game (ARG) that fans can participate in from anywhere . You don’t need a Samsung device to join—the site runs in any browser .

Galaxy Devices on Screen

Product placement plays a major role in the partnership. Samsung has officially confirmed that its Galaxy Z Fold and Galaxy Z Flip foldable phones, along with Galaxy Watch devices, will appear in the movie . Early coverage has described the Galaxy foldables as “Spider-Man’s secret weapons,” suggesting they won't just be background props but integrated into the action .

While specifics on how the devices are used remain under wraps, the campaign’s press release invites audiences to “spot Galaxy Z series foldables and Galaxy Watch in the new Spider-Man movie from July 31” . The prominence of these devices in both the film and its trailers underscores Samsung’s intent to anchor its brand to a major summer blockbuster.

The Film: A New Chapter for Peter Parker

For context, Spider-Man: Brand New Day is the fourth solo Spider-Man installment in the Marvel Cinematic Universe, directed by Destin Daniel Cretton (Shang-Chi and the Legend of the Ten Rings) and starring Tom Holland as Peter Parker . The screenplay is written by Chris McKenna, Erik Sommers, and Justin Kuritzkes .

The plot picks up four years after the memory-erasing conclusion of Spider-Man: No Way Home. Peter Parker lives anonymously in New York City, unknown to his friends and loved ones, and has devoted himself entirely to being Spider-Man . As he investigates a powerful new invisible threat, his superpowers begin a dangerous and surprising physical evolution . The official synopsis teases that this transformation “might also be the only thing that can stop a shocking new threat to the city and those he loves” .

Alongside Holland, the cast includes Zendaya as MJ, Sadie Sink in an undisclosed role believed to be Gwen Stacy, and Jacob Batalon as Ned Leeds—the character whose in-movie actions directly inspire the Samsung partnership . The film is scheduled for a theatrical release on July 31, 2026 .