The document discusses the successful media campaign for the film The Dark Knight. Some of the key elements of the campaign included posters and magazine advertisements that featured iconic imagery without text to build intrigue. Trailers were also highly effective at generating excitement among fans by teasing appearances of popular characters like Batman and the Joker. Additionally, viral marketing campaigns and interactive websites helped drive engagement. Tie-ins with companies like Nokia and Mtn Dew through limited edition branded products provided further promotion. Merchandise like t-shirts and toys also contributed to the film's profitability by creating walking advertisements.

1. Unit 6 – Media
Campaigns
Mitchell Dempsey

2. Case Study Research
The Dark Knight Trilogy
– The Dark Knight is a trilogy from the Batman series; This film was directed, co-
written and produced by Christopher Nolan. The film starred many famous
actors such as: Christian Bale, Michael Caine, Tom hardy and the late Heath
Ledger.
– One of the many reasons for The Dark Knights great success was from its
advertising media campaigns, in this presentation I will go through them.

3. Magazines and Posters

4. Here presented are some
examples of The Dark Knights
advertising techniques, Posters
are notably the most iconic form
of advertising; the one shown is
a teaser poster as it doesn't
feature actor names, a age
rating or a release date. Using
these methods of advertising
will help reach out to the target
audience prominently male
superhero fans; doing so will
help increase sales in the movie
tickets and therefore create a
profit.

5. Trailers

6. The trailer for The Dark Knight was a
huge success for the company as it
gave fans everything they wanted to
see; it featured The Batman, The
Joker and a few shots of Harvey
Dent aka Two Face. This will be
exciting for fans as they enjoy seeing
this because they are fans of the
series. The Campaign for The Dark
Knight was excellent as they
released slight teaser trailers and TV
spots for fans to see then dropped a
full feature trailer for fans to sit back
and enjoy.

7. Synergy

8. Synergy also known as media
convergence. This is when other
companies get tie ins with films or
games in some cases to help
promote each other, for example the
phone company Nokia; they created
a limited edition phone which had a
style similar to the bat phone and
also featured a batman logo on the
back. The sales in Nokia increased
and it also helped promote The Dark
Knight series. Another good example
is the beverage Mtn Dew, they had a
can that featured The Dark Knight
on.

9. Viral Marketing/Interactive
Campaign

10. During 2007, the advertising and
marketing team for The Dark Knight
set up a interactive experience for fans
to get involved with, they had set up
websites that depicted “Vote for
District Attorney Harvey Dent” Harvey
Dent is a fictional character in the
Batman universe, there was also a
Gotham times newspaper that was
distributed around the world. Comic
stores had joker cards making
reference to the infamous antagonist
The Joker; comic con were also
handing out dollars that had been
defaced by The Joker, fans could also
go on a treasure hunt by following
clues from The Joker they could earn
prizes, for example if fans followed all
the clues it would lead them to a
bowling alley and first ones there won
a; Bowling ball, a mobile phone and a
Joker card.

11. Merchandise

12. Merchandise is used by the majority
of most films, this is because it is a
walking advertisement when you
see people wearing that
merchandise around. The
merchandise can range from T-
shirts, hats, bags and toys for kids.
Merchandise also makes a lot of
money and profit from using this
type of media campaign.