 The main viral marketing site was revealed in the second trailer in February 2012 . The official Twitter account revealed a scavenger hunt by posting " Property of Peter Parker ... Lost " with the longitude and latitude coordinates of direct markets in major US cities . The missing items included a JanSport backpack . One of the clues hidden in the backpack was a link to a page on the viral site that unlocked countdown timers for the cities of Los Angeles , New York City , Atlanta , Denver , Seattle and Phoenix , Arizona . Once the countdown was up , each of the city @-@ specific Twitter accounts for the marketing campaign sent out five locations in each city . A person at each spot waited to give the first person with the password a package and the tag @-@ name " operative " . These operatives painted the Spider @-@ Man logo as graffiti . The operatives then could view a scene related to the film . The main viral website revealed hints to other websites , such as a photo blog that expressed Peter Parker 's point of view . An unlocked puzzle there revealed the words " evolve " , " through " and " engineering " which when put together led to another website with design sketches on how to build a web @-@ shooter . 
