Viral Advertisements
A direct marketing technique in which a company persuades internet users to forward its publicity material in e-mails (usually by including jokes, games, video clips, etc).
The Dark Knight
Batman fans awaited the return of the joker to the cinematic landscape and in the meanwhile Warner Bros created a viral marketing campaign for the film.
Before the first trailer for The Dark Knight had premieed Warner Bros began to develop a series of website that were based on the world of Gotham city and this included a legitimate looking campiagn site for Harvey Dent. In the section the motto 'I belive in Harvey Dent' was intorduced and fans were given access to themes explored within the film. The Joker was later introduced to these websites and he began to deface them making his presence known.
Following this emails sent to the vandalised site would begin to remove poxels blocking and image of the Joker that would be seen for the first time.
Warner Bros also used viral advertising again to push the film and they sent fans on a scavenger hunt at Comic - Con and the result would unlock a teaser trailer and an additional photograph of the Joker.
However even though this marketining was successful the film was allready going to be very successful so it didn't impact much on the audience. Though it did keep fans on adge and interested in the film right up until the relsease date. Additionally, the themes
of anarchy and chaos in the film were perfectly suited for a campaign
on the Internet, where Web anarchy has become the weapon of choice.
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