When Summit Entertainment was looking for a way to hyper engage fans of the Step Up franchise for the upcoming Step Up Revolution, the studio turned to Twitter.
The goal was to create a virtual flash mob organized via the social networking site of fans from all over the world dancing to Timbaland's "Hands in the Air." Fans were asked to record themselves performing one of four choreographed routines and then tweet the link with the hashtag #StepUpMob.
As a result, more than 300 dancers from 25 countries participated in the virtual music video, which the studio released on Monday.
Summit told Mashable that the goal with the Twitter flash mob was "showcase the original music for the film, while also celebrating the uniting power and universal language of dance."
The Step Up franchise has lots of fans -- especially online. The Facebook page has more than 12 million fans and the franchise also maintains active profiles on Twitter, YouTube and Pinterest.
Step Up Revolution hits theaters on Friday, July 27, 2012.