Online Batman scavenger hunt

Share this content:
Batman fans used clues from a viral campaign to unlock the movie trailer
Batman fans used clues from a viral campaign to unlock the movie trailer

The Offer: A viral campaign orchestrated by Warner Bros. and DC Comics rewarded loyal Batman fans with a preview of a preview — if they were able to put the pieces together. In mimicry of a real investigation, visitors to the Dark Knight Rises site were given a series of clues in the form of fake police reports, wanted posters for an “anonymous vigilante” known as “The Batman” and other “official” documents from the fictional Gotham City Police Department, including one mentioning that Batman-related graffiti had been spotted in cities across the globe. “Citizens” who found and photographed the graffiti, and either uploaded the images to Twitter with the hashtag #tdkr07202012 or emailed them to tdkr07202012@gothampolicedepartment.com could help unlock the movie trailer frame-by-frame in advance of its theatrical release.

The Data: More than 300 exact street addresses were posted on the movie's website. The film, directed by Christopher Nolan, is slated to hit theaters on July 20.

The Channel: The campaign utilized email, social and interactive guerrilla marketing tactics to entice fans.

The Creative: The letters in the email address and hashtag used by the campaign are an acronym of the movie's title; the numbers correlate to its release date.

The Verdict:

Flora Caputo is VP and executive creative director at Jacobs Agency. A working mom, Caputo is also a prolific blogger on domestic topics, such as gardening, baking and crafts. Her client roster runs the b-to-b and b-to-c gamut, from Kraft Foods and Kellogg's to Accenture and Microsoft. Read our Q&A with Flora for more.

The world is already abuzz about this movie, so it's interesting that they went viral with the new trailers. Some may wonder why they even had to. I have also heard some reviewers say that if you announce a viral campaign, it doesn't really make it viral. At any rate, it caught on like a wildfire.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here