The main concept for Spiderman is a real-time game, to fight crime in New York, utilising both Twitter and Facebook, with the incentive to win a trip to the New York premiere of the film.
Animated web banners on sites used by the target audience (e.g. Facebook, Youtube) take them to the movies official website to explain the game and rules, which would send them to the Twitter page (@NYPoliceDept) that releases the clues to locations of crimes in the city, a code, and a link to the Facebook app of the game. Although the banners could be a part of a bigger PR stunt that generates buzz around the game.
The Facebook app consists of a Google map of New York, contestants are to find the location of the crime, enter the code from the Tweet and submit it. The faster the location is found the more points gained, the first person to find the location wins bonus points. Person with the most points at the end of the game wins the trip to New York. The faster and closer you are to the location the more points are gained. The wrong location gains no points.