The Los Angeles Times called it “One of the most interactive movie campaigns ever hatched by Hollywood.” In the 15 months leading up to the release of Batman The Dark Knight, over 11 million unique participants in over 70 countries joined in the transmedia experience, directly involving themselves in the world of Gotham – from helping Harvey Dent become District Attorney to serving as henchmen in the Joker’s army to joining “Citizens for Batman.
And the campaign spilled over into the real world as fans called phone numbers written in the sky, found phones the Joker left for them inside birthday cakes, and helped project the Batman signal on buildings in New York City and Chicago.
It was a landmark campaign that expanded the possible for immersive entertainment and movie marketing. The full story is here.