“Finally, the viral game we've been waiting for this year has kicked off”

-First Showing

In the months leading up to the 2012 reboot of the Spider-Man Franchise, Spider-Fans got a chance to demonstrate their passion for the world's most popular comic-book hero by joining a vigilante group called "Mark of the Spider-Man". All across the country, this underground group tagged the iconic Spider-Man symbol on walls and billboards, signaling to the world that their favorite conflicted hero was ready to swing into action. Spider-Man (Andrew Garfield) thanked fans directly, but their stunts also caught the attention of Captain Stacey (Dennis Leary), who launched his own counter-campaign, asking citizens to post their "evidence" of the Spider-Man and help capture the Webbed Menace. The immersive campaign continued with Doctor Connors (Rhys Ifans) recruiting interns to work at Oscorp Industries. Participants searched Peter Parker's clue-ridden photoblog, played interactive online games, watched for Daily Bugle updates on Facebook, and found spectacular "webbing" installations in the real world.