Keeta is the latest brand to lean into this shift, partnering with Empire Entertainment for a UAE campaign inspired by Sony Pictures’ upcoming Spider-Man: Brand New Day, which arrives in cinemas on July 30.
Under the theme “Delivering A Brand New Day,” the campaign transforms a routine food order into an entertainment experience, combining in-app challenges, exclusive rewards, cinema giveaways and mall activations designed to bring fans closer to the Spider-Man universe.
The collaboration reflects a growing marketing trend in the region: brands are moving beyond traditional media placements and using entertainment partnerships as platforms for engagement, participation and community building.
From interactive retail experiences to gamified digital campaigns, marketers are increasingly looking for ways to create moments consumers can actively take part in, rather than simply messages they see.
For Keeta, the partnership is part of a broader strategy to position the platform beyond delivery, connecting customers with cultural moments and experiences they already care about.
As competition in the delivery and commerce space intensifies, the battle is no longer only about who delivers faster. It is about who can create stronger emotional connections with consumers.
