Promotional Campaign Research - The Dark Knight

Batman: The Dark Knight (My Genre)

Batman: The Dark Knight used a range of different marketing techniques, both online and in the real world, to promote the film. The Dark Knight set up websites for the main characters of the film. The Joker had his own website, as did Batman and Harvey Dent (Two-Face). These websites had artificial police reports on and fictional government documents and CCTV footage. As well as these websites, promotional packages were sent to fans or visitors of the website. To go alongside the online campaign, there were also real life events taking place at different places in the world. Fans were encouraged to take photos of themselves at these specific locations with their face painted as a character from the film. Another part of promotion came through news channel CNN. The Dark Knight was Distributed by Warner Bros., a subsidiary of Time Warner and CNN is owned by Time Warner, meaning that the promotion through CNN was all internal and would have saved money.

Finally, as the online marketing campaign continued, the websites were defaced to leave clues. This led fans to follow these clues across the internet and the real world, unlocking exclusive trailers and content along the way.