Spraypaint, Scavenger Hunts, and Secrets: The Viral Marketing Campaign for 'The Amazing Spider-Man'

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.

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