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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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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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Introduction Contd...

According to Dan Oliver, the Editor of .net, "This viral campaign was the most intensive we've ever seen, and also one of the most creative."6

The campaign was launched in May 2007 and ran for over 15 months. Millions of enthusiasts participated in it. The campaign was created and executed by 42 Entertainment7 for the movie, 'The Dark Knight', by Warner Brothers. It had 'The Joker' as its principle character and depicted happenings in the fictional Gotham City. The campaign aimed to act as a bridge between the previous Batman Movie - Batman Begins - and the new film.

The campaign introduced several characters from the movie as residents of the city. However, the campaign's developers were careful to maintain the element of mystery and the audience was left to guess the identity of some of the famous characters that appeared in Batman comics...

 Excerpts >>

6] Sam Ashurst, "Dark Knight Viral Cam: Fan Favorite,", December 09, 2008.
7] US-based 42 Entertainment is involved in producing and creating ARGs. It was involved in projects like I Love Bees for Halo, a Xbox 360 game, Vanishing Point for Microsoft Vista, Dead Man's Tale for the film Pirates of the Caribbean: Dead Man's Chest, The Beat for the movie Artificial Intelligence.


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