The Super 8 Movie online campaign was propelled to success by the partnership of Paramount Pictures and Twitter. The two companies teamed up to create exciting firsts, such as premiering the film’s trailer and hosting sneak previews, events that had never been done before on the social networking site. The campaign generated tremendous buzz among the social community and turned the film into a global conversation. The Super 8 social campaign kicked off in March 2011, with the movie’s exclusive trailer premiere on Twitter, an exciting first for the social networking site. Inspired by the trailer’s generated buzz and success, Paramount teamed up again with Twitter to launch the #Super8Secret? campaign, the first-ever “Tweet Movie Sneak Preview". To reveal the sneak previews, the @Super8Movie account began social conversation by tweeting, “What Is the #Super8Secret?" Conversation on twitter was buzzing with questions surrounding the secret and the hashtag, #super8secret, trended organically. Finally, the tweets linked to www.Super8Secret.com, allowing Twitter’s global user base a direct link to buy tickets to the advanced previews. The "Super Secret Super 8 Screenings" generated buzz on Twitter that grew to more than 150 mentions per minute for periods throughout the first night of the campaign, reaching tens of millions of users. The @Super8Movie account used Twitter's network effect to turn fans' excitement about the film into a global conversation. Reactions to the fan screenings were overwhelmingly positive as fans from across the country tweeted throughout the night, from the first screenings on the east coast until late into the night on the west coast. There were lines wrapped around theaters and comments and pictures from fans were tweeted throughout the evening, allowing people around the world to witness, virtually, the excitement for Super 8 first hand. The campaign concluded with “Hide and Tweet", hosted from the @Super8Movie account. In anticipation of the home entertainment release, DVDs were hidden in 20 cities across the country and the account tweeted clues to the DVD locations. On November 22, fans raced around the country finding the J.J. Abrams signed DVDs. Fans tweeted pictures of the race and their Super 8 prizes, which generated tremendous excitement for the DVD release.
