Are the Muppets getting a sequel to last year’s movie? Yes.
Was the movie successful at the box-office? Yes.
Was the social media component of a MUCH BIGGER CAMPAIGN fun and engaging? Yes.
But trying to tie together the idea that social media played a role in the green-lighting of a Muppets sequel outside of the notion that that part of the campaign contributed to the movie’s box-office success is kind of ridiculous for a number of reasons. Not only does it overlook the fact that, to a very large extent, there’s no way to tie the number of social media engagement points to the number of tickets sold but it also overlooks the fact that there were so many other ways that people were exposed to the campaign that may have had a bigger impact than one or two online videos that they may have seen.