There has been some amazing digital hype activity running to support the new Batman film, Dark Knight.
Kicking off over 18 months before release, there have been a series of viral initiatives that have gained widespread coverage and seen significant consumer interaction. Most of the activity has been tease and reveal and has offered reward for user interaction - accreditation, photos and set shots, sneak previews etc. In a lot of cases activity hasn't been promoted and this has led to internet users searching around, trying to find the latest viral and searching out tips on how things work. Little of the plot has been given away, but a very high level of engagement has been created.
A particularly clever example was a 'treasure hunt' (at http://www.whysoserious.com) where users had to solve clues, find certain locations, photograph them and then upload the images. Each image represented a letter and once the full sentence was visible, a previously unseen still from the film was revealed. Anyone who uploaded an image also got a name check on the site.
More recent activity has involved a Halloween site where users were encouraged to make a Joker mask (www.rorysdeathkiss.com) and upload photos that showed them wearing it:
A fake clown site has been created at www.rent-a-clown.com and all the clown photos are of people with make up like the Joker:
www.ibelieveinharveydent.com shows a political poster for one of the films characters, Harvey Dent:
There is a secret message on this page though. If you go to the 'Edit' menu at the top of the browser page and then 'Select All' a secret message from the Joker is revealed!
The trailers have obviously been 'leaked' onto You Tube too:Nick Burcher writes: "Viral activity has been all over the internet for the Dark Knight film. Starting hype activity over 18 months before release is unprecedented and it seems to have created significant audience engagement. Somehow I feel there is more to come - let's hope the film warrants the hype!!"
