Marketing and Promotion

Dark knight Movie campaign - case study:

Why so serious:

In the months leading up to the release of the dark Knight, an alternate reality game attracted more than 10 million players to a real time Gotham city.
The joker left his mark over all of the city on posters and bills
He started to build an army of henchmen
The first order from the joker was at comic con where they found a big number typed out in the sky- like a code. It ended up being a phone number and when people dialed it, it left a message saying, "if you want to be part of my crew, you're going to need to prove if you're up to the challenge".
Many people covered there faces in masks to look lie the joker or painted their faces.
This built excitement and participation for the dark knight movie
A ransom note was bought to life in 49 countries
The people had to visit landmarks dressed like the joker
Hidden packages were left in cakes from bakeries all over America. It was a joker phone to keep in contact with the world of Gotham city.
There was a campaign for Harvey Dent to take back Gotham city. This engaged many people in protests with signs etc.
Scavenger hunts around the world revealed the latest trailer.
Joker defaced the bat symbol, with hahahaha.

STATS:

Experience had over 10 million participants in over 75 countries
Played across hundreds of web pages, interactive games, mobile phones, print, email, real world events, video and unique collectibles.
The dark knight had the most advance pre sale tickets ever with opening night, morning and midnight, 3 am, and 6pm shows sold out
Biggest opening day Top grossing film

This was one of the most interactive movie- marketing campaigns ever hatched by Hollywood. - Los Angeles times.

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