Here’s a handy case-study microsite of my favourite integrated campaign from 2008 by 42 Entertainment to promote the Dark Knight.
Intriguing and immersive websites, email and snail-mail campaigns, scavenger hunts involving mobile phones hidden in cakes, exclusive film teasers, page take-overs, virtual elections, real world fan conventions, flash-mobs and events, competitions, posters and unique collectables; all combined to make this one of Hollywood’s most ambitious and talked about pre-launch marketing campaigns to date.
I was personally more impressed by the marketing campaign than the film itself (although the film was good too). It will be interesting to see how other film production companies use a similar a breadth of interactive communications channels to get fans fully immersed in a film well before its release.
Cannes Lion winner perhaps?
