Successful viral Marketing Campaign looks to continue with The Dark Knight Rises 2012
The 2008 film by Christopher Nolan was a huge box office,
and cult success. The omnipresent media coverage that The Dark Knight
(2008) enjoyed leading up to its release was a result of a tremendous amount of
hard work, and a little bit of luck. Few campaigns have enjoyed, and endured
the perfect storm and not only survived, but excelled. Here’s a look at some of
the key elements.
A Great Film
You need a great product to sustain momentum. Excellent
marketing can be the allure, but if the product lacks what is promised in the
advertising, then momentum can stall. Lucky for movie goers and comic book
fans, Christopher Nolan managed to create an exceptional product.
A Great Time
Timing is everything. There is a reason why James Cameron
always times releasing his blockbusters in late November (see Titanic, Avatar).
TDK enjoyed a release in a manufactured summer lull; one that allowed the
hugely anticipated blockbuster to be released apart from other blockbusters.
This is a tried and true tactic used by executives all the time.
A Great Tragedy
Many credit the loss of Heath Ledger as the catalyst which
turned TDK from a good film, into a box office juggernaut. His tragic death was
shocking, yet his performance was riveting. Marketing executives should be credited here
for turning a potentially taboo tragedy, into a celebration in his memory.
There are countless examples of films that have faltered in the wake of a lead
characters death. The marketing team handled a sensitive and potential
disastrous topic with grace and dignity.
A Great Viral
Marketing Campaign
The viral marketing campaign leading up to the release of
TDK will be used as a business case in colleges and universities for many years
to come. The carefully choreographed and timed release of secondary and
tertiary paraphernalia leading up to the movie (including the requisite action
figures and lunchboxes, video games, and the excessive roller coaster theme
park rides) reinforced the message that this was not just a movie; but instead
was a transcendent generational experience that was not to be missed.
The viral marketing campaign was one of the most impressive,
and comprehensive campaigns to date. There were mock ransom letters from the
Joker that were published; websites; Bat
Signals that could be found shining brightly in the sky all around the
world; social media scavenger hunts to unlock Easter egg bonuses; and of course
the fake Gotham News videos on YouTube. The careful shift in the marketing
focus from Harvey Dent to the Joker after Heath Ledgers death was executed with
class and decorum.
TDK will be remembered as one of the greatest viral
marketing campaigns ever created and executed. As we approach the launch of the
next and final installment of the Batman trilogy by Christopher Nolan, with The
Dark Knight Rises, what surprises will the marketing campaign hold? Will it
be able to surpass the previous campaign? The marketing world anxiously awaits
the answer.
The Dark Knight Rises – July 20, 2012 (Canada and
USA). Distributed by Warner Bros. Pictures.
Reference:
Marshall Crook and Peter Sanders (January 24, 2008). "Advertising:
Will Marketing Change After Star's Death?". The Wall Street Journal:
pp. B1.
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All thoughts and opinions belong to Gorilla Punch Marketing.
Gorilla Punch Marketing is an advertising firm located in Toronto, Ontario, Canada.
We specialize in unconventional, cost effective forms of advertising. Our
current focus is on Custom, Full-Coloured Pocket Sized Tissue Packs. These
packs can be handed out at events, or given to current clients as a premium.
With 4-panels for logos and messages, the product enjoys a lasting impression
and increased ad recall over most traditional advertising mediums. Popular in
Asia and Australia, we are bringing this cost effective, proven concept to
North America. Visit our site www.GorillaPunchMarketing
for more information. Copyright 2012, All Rights Reserved.
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