If I told you there was an underground movement that began online and had taken root in several major American cities and involved things like secret late-night gatherings, code cracking, and spray-painted symbols, you might feel more than a little uneasy. But fear not! I’m not talking about a gang or an elite 007-esque team of spies. I’m talking about the viral marketing campaign for summer blockbuster, The Amazing Spider-Man, which opens today in theaters.
Viral marketing is becoming more popular, especially for genres like movies and video games. It not only reaches the young, tech-savvy target market, but thanks to social media, gets them involved in a way that classic movie trailers, ads, and billboards never could. While some of the marketing for The Amazing Spider-Man just sort of happened – i.e. the romantic relationship between leads Andrew Garfield and Emma Stone – the complex, intricate, and almost secretive viral campaign has been building steam for several months.