The recipe of a good viral marketing campaign:
Posted by: cecilialandrin in UncategorizedLesson one: you must use technology and bet on customers’ curiosity: the example of the Dark Knight campaign.
Some of you may have seen the film Batman: The Dark Knight. I saw it and as I am interested in marketing and advertising I wanted to know how the Warner Bros Company did advertising for this film. And definitely, this film was a good example of a big viral marketing campaign based on curiosity and the perfect use of technology.
In fact, this campaign shows how to use technology and viral marketing during an ad campaign.
The company has created a website called “The Dark knight” and on this website you can only see this graphic:
What a frustration for Batman excited fans!
But don’t go by appearances, just click on the image and you are instantaneously redirected on another website where you can find another graphic:
And « that’s all folks! ». No, this episod is to be continued…
Then the Joker is coming in the campaign: the web user can see (another) graphic in support of Harvey Dent but modified by the Joker. 
As from NOW the user can be active. In fact, entering his email address, the user can receive a specific email which gives him X and Y codes. These codes permit remove one pixel of the previous poster and another image appears.
Thus the fans can interact in the film promotion and thanks to word of mouth each person can remove a pixel and finally discover:
The Joker !
All in all it is not just another campaign for a blockbuster, it is a really good viral advertising campaign that we can find in different websites, blogs or videos.
Moreover they use all media and all stands:
Phone:
http://fr.youtube.com/watch?v=YDkh62oL1Y4
Television and internet:
http://fr.youtube.com/watch?v=F-TbI5EJw3g&feature=related
http://fr.youtube.com/watch?v=gKkcrB3GFpU&feature=related
Money:
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November 3rd, 2008 at 2:31 pm
Hi Cecilia!!
Thanks for your blog cos I already have heard about viral marketing but without knowing really this kind of marketing. Now I know how it’s work and I’ve got an example in my head!
Bye.
Speak to u later.
Bérengère.