The same technique was used with a different trailer.
The other trailer showed an apparent real life Twitter spat between users @HotFudge1218 and @Babybean1128.
Whilst this would be classed as advertising it definitely provides for a good story and that is at the heart of any campaign, which in turn can lead to us, as PR practitioners, learning about what makes a good story.
Muppets: Most Wanted is in cinemas March 21st 2014. Superbowl trailer