#thefirerises . Mean anything? If you cracked the code for the new Batman film, it will mean a lot. Fans using twitter searched for this hashtag and were led to the Twitter account @TheFireRises. This account features tweets linking to a site featuring an image of actor Tom Hardy as super villain Bane.
If you look closely, you will notice it is an image made up of Twitter or Facebook profile photos of people who chose to share the site on those social networks by clicking “Add Me” in the upper-left-hand corner. This worked in a similar way to The Truman Show poster which used tiny stills from the film to create an image of Truman (aka Jim Carrey).
This proved to be a neat marketing ploy as most fans are die-hard comic book or movie lovers willing to spend the time to crack the code and push the content allowing it to become a viral campaign.
Original article here