Kellogg’s – along with its signature brands like Pringles and Frosted Flakes – is jumping on the Spider-Man marketing train with the release of an Amazing Spider-Man 2 integrated app as well as a new partnership with Sony for a sweepstakes program.

After downloading the game app, players can unlock scenes by snapping a picture of the phone icon on specially marked Kellogg’s packages.  Each Kellogg’s brand unlocks one of three different gaming scenes. For example, cereals and Pop-Tarts will unlock a cityscape scene, and Pringles products reveal a battle at Oscorp Industries. Once all three scenes have been unlocked, a Spider-Man photo overlay will appear and consumers can take photos in the Spider-Man suit.

Consumers will also be able to earn prizes when collecting Kellogg’s Family Rewards   (KFR) codes from specially marked packages of Pop-Tarts and Kellogg’s cereals such as Krave, Frosted Mini-Wheats, Frosted Flakes, Apple Jacks and Froot Loops. Consumers can redeem three codes for concession cash or six codes for free movie tickets valued at US$12 each.

The Sony sweepstakes offers fans more than 1,000 prizes, including a grand prize trip for two to New York City. To enter, consumers can collect and redeem KFR codes from an array of Kellogg’s snack products.

Marvel’s The Amazing Spider-Man 2 is set to hit theaters on May 2.