Spider-Man is an institution. A character that has a 45-year legacy, he is the current king of the celluloid comic book superheroes. Sony's site for "Spider-Man 3" is a grand affair, an extremely cinematic, sophisticated experience that succeeds in pulling the user back in to the familiar world of the film.

Also, the site gives the love back to its immense fan base, big time, with a mosaic comprised entirely of fan faces, a production blog and a world-class game. The game is key to the target demo because the true believers not only want to see cool pics and clips, they want to be the character so they can spin some webs and bust some heads. To that end, the site builds on the central theme of the character: his world, who and/or what is threatening him and his inner conflict (this time with the dark side). That is the key to the entire franchise, and the site gets it. Spider-Man is a person with problems that we can all relate to… who also happens to have the proportionate strength of an arachnid.

The take-away: Spider-Man is an archetypical character, and character is everything. It's like getting chocolate in your peanut butter.