In partnership with Sony, the action was designed for the release of the new superhero film, “Spiderman: Through the Spider-Verse”
Genera and Sony have teamed up to find out what people have in common with Spider-Man. The initiative was designed for the launch of the new superhero film, “Spiderman: Through the Spider-Verse”, which will debut in theaters on June 1st.
With the action, which will take place at the same time in Brazil, Argentina and Uruguay, the laboratory will make a panel available to fans of the hero and, through genetic testing, the public will have access to personalized results with information on his genetic characteristics that most relate to those of a superhero.
The theme of the panel will be How would your spider version be in the universe of your DNA? and bring characteristics such as recovery time after muscle injury, performance in long jump and sprint, leadership ability, perseverance, resilience, odor detection, information processing speed, and susceptibility to cold, in addition to all other information contained in the Genera tests regularly.
The partnership with Sony is a unique opportunity for Spider-Man fans to explore their own genetic abilities and identify with the Spider-Man universe in an entirely new way. As the first genomics laboratory in Brazil, we are very excited to bring our experience and technology to the world of entertainment, explained Joo Fernando Biancardi, Executive Business Manager at Genera.
To strengthen the action, the laboratory created a 360 communication plan. On social networks, in addition to the planned content related to the film, Genera will launch an Instagram filter, in addition to the creation and development of a landing page to disseminate more details about the panel. of the movie. An influence marketing action was also developed for the initiative, whereby digital influencers will be invited to learn about the genetic test and enjoy the experience of the film’s panel.
During the Aranhaverso promotion, which will run from May 31st to July 1st, customers who purchase the complete ancestry, health and well-being test will be able to access the personalized panel. Genetic test results are ready in an average of 20 to 30 days. Details of the action will be available on the action’s website and on Sony Pictures and Genera’s social networks.
Our goal is for this partnership to help awaken the interest of new audiences to learn and explore this fascinating area of personal genomics, in a more didactic and interactive way, concluded João Fernando.
