Tag Archives: The Amazing Spider-Man scavenger hunt

The Amazing Spider-Man Viral Hunt Comes to an End

What began as a viral marketing campaign has ended with cities covered in (authorized) graffiti. It’s lead to websites and Twitter accounts, all wrapped in more riddles and clues. So what was the payoff? Some cool Spider-Man swag and an opportunity to get all meta with the Spider-Man storyline.

You can read about the initial hunt here.

The viral hunt that lead to websites and Twitter accounts, contained more cryptic clues and locations. Then it lead to some pretty cool gifts that fans could take home. Some of the cool stuff included Spider-Man hoodies and cellphones that sent them instructions via calls and texts on what to do next.

I think this is how official supporters got selected to put up the marks of the Spider-Man around the city.

“We’re supporting Spider-Man,” Abigail Flynn told MTV News of the campaign in New York. “We’re putting up the mark of the Spider-Man around the city to spread awareness and spread his message.”

That’s right. Even MTV covered the news in New York about the appearance of supporters for the masked vigilante known as Spider-Man. You know how they’ve always been a reliable news source. Heh. It’s all very meta though and very well done. The idea is that these Spider-Man supporters are needed to remind whoever the Spider-Man is that he’s made a difference. Especially in light of the Daily Bugle constantly thrashing him. I really wouldn’t be surprised if some of this footage appears in the movie; or maybe a reenactment of the graffiti vandalism.

In addition to New York, these events also took place in Atlanta, Denver, Los Angeles, Phoenix, and Seattle. To ensure that no one screwed it up or that separate professionally trained graffiti artists weren’t needed for each location, stencils were handed out. Tape up – Spray red – Tear Down – Pose for pictures. Easy enough right? I’m still having problems coloring within the lines.

Just to be sure everyone is on the same page though, the Mark of the Spider-Man official marketing website had this to communicate:

“These activities were conducted by trained and supervised persons acting with all necessary permissions and authorizations. Columbia Pictures does not condone or support the propagation of unauthorized graffiti and must insist that no one attempt to recreate, re-enact or perform such activity without all required permissions and authorizations.”

Which hopefully frees them for legal issues if by chance a street gang adopts the signature as their own. Like the black spiders in “The New Guy.” Actually, I think that was a comic book storyline entitled, “Spider-Island” where everyone in New York gained the power set of Spider man and a bunch of thugs dressed as Spider-Man. They ended up using their great power for great larceny, so other Marvel superheroes crossed over and laid the smack down on everyone; including Peter Parker.

If the Spider-Man supporters ever got out of hand, I’m sure the riot police wouldn’t have problems gassing them all. Just like the superheroes would do! It’s better to be safe than sorry.

Columbia Picture’s The Amazing Spider-Man hits theaters this July 3rd.

If you go to the official viral marketing site and click on the red image of Mark of the Spider, it’ll take you to a trailer.  Check out the trailer below!

http://www.youtube.com/watch?v=-tnxzJ0SSOw

The Hunt for The Amazing Spider-Man is On!

What began as a launch for the new trailer for the upcoming movie, The Amazing Spider-Man, has quickly turned into a scavenger hunt gone viral.

Within the trailer, obscured by quick moving lights and explosion of sound, there were hidden words that read, “Mark of the Spider-Man” If you go to the website for “markofthespider-man.com”, you’ll end up at a website with six static filled screens and the new rebooted spider-man logo. I’m not sure who’s goal in life it is to find these things, but day-uhm! There’s no way I could have seen that with my ADHD. This type of marketing has been reminiscent of last years viral treasure hunt for the movie, The Girl with the Dragon Tattoo.

Using the same words, you can find the site’s matching Twitter feed @MarkofSpiderman, which has been tweeting longitude and latitude coordinates for several major US cities. Each of these coordinates pointed to a comic book shop accompanied by the message, “Propery of Peter Parker… Lost”.

In a turn of luck for one comic book reporter; not me, never me; one of the shops turned out to be a local area distributor, Secret Headquarters in Silverlake, Los Angeles. The SuperHeroHype’s reporter made a quick sprint down the street to find a discarded backpack.

Yes, secret hidden messages, codes to break, a country that is overtly suspicious of packages and then a discarded backpack in one of six major U.S. Cities.

Instead of returning the backpack or trying to find them; it clearly says Property of Peter Parker on it; the contents were looted. Inside contained: Safety goggles (They do nothing!), Physics and Chemistry textbooks, keys, a MetroCard, a notebook loaded with class notes, sunglasses, drawing pencils, a pencil sharpener, a sketchbook, a binder, film canisters, photo contact sheets and a small canister of what appear to be watch parts; probably to make his web shooters look all steam punk. There are even running shoes in the bag, all modified of course for, uhm… special needs. I would like to take this opportunity to note that the sketchbook which contains preliminary drawings of the Spider-Man costume has a mask that looks like Strong Bad’s of Home Star Runner. Also the bag does not contain any sewing equipment or space age costume material that I have gripped about. You can read that article here.

Parker also collected some well crafted Daily Bugle clippings about a certain masked vigilante, including one that reads, “This letter will be the first of many, and the first letter is always key.” When applying the cipher of first letter to the black block of text, it reads “slashprepare” which I can only assume is a reference back to the viral website. So here I went typing in /prepare. This sent me to a a screen that looks like its telling you to click on the six screen in a particular order.

I did that. Nothing. Turns out that it’s already been triggered and each screen now shows the name of the cities in question and an ominous countdown timer for each.

Meanwhile, in another part of town… The film is set for release on July 3rd and stars Andrew Garfield, Emma Stone, Rhys Ifans, Denis Leary, Campbell Scott, Irrfan Khan, with Martin Sheen and Sally Field. Directed by Marc Webb; heh, Webb of Spier-Man, The Amazing Spider-Man arrives with a screenplay written by James Vanderbilt, based on the Marvel comic by Stan Lee.

Here’s the official movie synopsis for The Amazing Spider-Man:

The Amazing Spider-Man is the story of Peter Parker (Garfield), an outcast high schooler who was abandoned by his parents as a boy, leaving him to be raised by his Uncle Ben (Sheen) and Aunt May (Field). Like most teenagers, Peter is trying to figure out who he is and how he got to be the person he is today. Peter is also finding his way with his first high school crush, Gwen Stacy (Stone), and together, they struggle with love, commitment, and secrets. As Peter discovers a mysterious briefcase that belonged to his father, he begins a quest to understand his parents’ disappearance – leading him directly to Oscorp and the lab of Dr. Curt Connors (Ifans), his father’s former partner. As Spider-Man is set on a collision course with Connors’ alter-ego, The Lizard, Peter will make life-altering choices to use his powers and shape his destiny to become a hero.

Check out the images of what they found over at SuperHeroHype