American Airlines' Rainbow TeAAm and its Strategy to Target the LGBT Segment

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Case Details:

Case Code : MKTG224
Case Length : 22 Pages
Period : 2007-2008
Pub Date : 2009
Teaching Note :Not Available
Organization : Warner Brothers
Industry : Entertainment
Countries : USA

To download Warner Brothers' Viral Marketing Strategy - The 'Dark Knight' Campaign case study (Case Code: MKTG224) click on the button below, and select the case from the list of available cases:

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The Beginning

The campaign, designed to promote the Batman Movie 'The Dark Knight', intended to introduce the main characters and theme of the film. The campaign began where the story of the previous Batman film, Batman Begins, ended - with the police officer in Gotham city, James Gordon (Gordon), talking about a criminal with a 'taste for theatrics' - who left joker playing cards at all his crime scenes...

The Scavenger Hunt

The next phase of the game took off from Comic Con , San Diego in July 2007. The participants of Comic Con found fake one dollar bills, with the picture of George Washington defaced to resemble the face of a joker...

The Campaign Takes a Turn

At this juncture, on January 22, 2008, the campaign stopped completely due to the untimely death of actor Heath Ledger, who played the role of the Joker. All the campaign related websites, and the movie website only displayed a picture of Heath Ledger with a tribute to the actor...

The Joker Returns

The Joker, who had remained dormant for some time, returned with a new issue of The HaHaHa Times at the end of March 2008. Those with the mobile phones also received a message about a new event that would begin on April 01, 2008...

 Excerpts Contd...>>


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