The Dark Knight - Viral Marketing
The viral marketing campaign for The Dark Knight was perhaps one of Hollywood’s
most spe...
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Dark knight marketing and synergy

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Dark knight marketing and synergy

  1. 1. The Dark Knight - Viral Marketing The viral marketing campaign for The Dark Knight was perhaps one of Hollywood’s most spectacular yet and sparked off a major interest in viral marketing in the industry as it exposed the true extent of the format. Marketing company 42 Entertainment were hired to invent a major viral marketing campaign for the film which centred at first around two websites: www.whysoserious.comand www.ibelieveinharveydent.com (the latter is now closed). I believe in Harvey Dentserved as a campaign website for Dent and began to inspire audience members to support him, whilst in contrast, why so serious was a site for fans of the Joker creating instant rivalry between audience members. Why so Serious lead participants to a game, which started with a secret message, which led to www.rorysdeathkiss.com, challenged people to take photos of themselves in Joker-esque make up in front of recognisable locations. Those who participated were rewarded with physical copies of The Gotham Times, whilst a sister website was created:www.gothamtimes.com. An array of other websites appeared after this, which created the ‘Gotham Universe’ and were related to companies featured in the online newspaper. The Joker online phenomenon grew to include a larger number of websites and links eventually leading to www.Whysoserious.com/Steprightup that featured a countdown clock to December 4th – the release date for the teaser poster and trailer. This page also contained instructions to pick up packages in 22 American locations at a particular time on that date, the package? – A birthday cake with a cell phone baked into it. Publicity will make use of the cast and crew. Firstly with a Press Pack sent out to publishing houses with key information about the film, then through magazines and newspaper interviews and articles. A Press junket will be held at which journalists are invited to interview the cast and crew over one day (a great example of a press junket can be seen in the film Notting Hill) and a Press screening will allow reviewers a chance to write reviews of the film before its release. Stars who are considered celebrities by the mainstream press will be followed by the media, adding further publicity to the film. Finally the Premier will gain further exposure for the film. Promotion involves synergy and cross-promotions such as the release of comic books, novels or games related to the film, magazines and newspaper competitions and promotions with other companies i.e. drinks, cereal and McDonalds happy meals. Apparel and souvenirs related to the film can also be designed, for example t- shirts, bags, lunch boxes and action figures.

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