With The Matrix Resurrections, the long-anticipated next chapter in The Matrix franchise, hitting screens today, Warner Bros. has been running a global digital billboard campaign using real tweets and some made-in-Canada technology.

The campaign uses video of the film’s star Keanu Reeves “summoning” tweets from fans excited about the film after seeing the trailer. The billboards are running near movie theatres in New York, Miami and San Francisco, as well as Tokyo’s famed Shibuya Crossing and five different markets in Mexico. The video uses tweets from each market, and the people whose tweets are used are sent photos of their tweets on the billboards.

“Using jaw-dropping digital out-of-home placements and custom captured footage from Keanu Reeves, casual travellers can get immersed in The Matrix Resurrections and share the excitement with the community of fans both online and in the real world,” said  Bryan Warman, senior vice-president for worldwide digital marketing at Warner Bros. Pictures.

The campaign is run on Twitter Billboards powered by Toronto-based Dive Networks, which extends Twitter advertisers’ online campaigns into the physical world.

“Dive’s digital out-of-home campaign platform was designed specifically for global campaigns like The Matrix Resurrections, amplifying the conversation and activity on Twitter easily to the physical world,” said Dive Networks co-founder Michael Girgis.

“Bringing real-time energy from the Twitter timeline to the real-world is an impactful way to engage and immerse fans in the upcoming release,” said Briana McElroy, Twitter’s global client lead for media and entertainment. “It’s a brilliant way to honour this incredible and beloved franchise.”