Dark knight rises marketing campaign

The film < Dark Knight Rises> which was opened in cinemas in July 16, July (initial release), was supported by promotional activity from the largest roster of brands the studio has ever assembled for a national release. The Dark Knight Rises' had awesomely complex viral marketing campaign.

Much of the film’s success can be attributed to a well-planned, integrated social media campaign that included viral marketing, content marketing, mobile, and social networking. Here are some of the strategies and tactics that turned Batman into a social media superstar:

#1 – Social Media Front & Center on Official Website

Social media is well-integrated into the official website for The Dark Knight Rises, with social buttons for Twitter, Facebook, Google Plus, and Get Glue appearing prominently in the site footer on every page.

#2 – Tumbler Designer App

Also on the official website, Warner Brothers offered an app that lets fans design their own Tumber, which is one of Batman’s vehicles. Fans can colorize, customize and “drive” their creations and, of course, share them via social media channels and rate each other’s designs.

#3 – Video Content Marketing

In addition to the teasers and trailers, Warner Brothers made the bold decision to release a thirteen-minute viral video clip on YouTube that contains over ten minutes of fragmented film footage, free of charge.

#4 – “Augmented Soundtrack Experience” iOS App

Warner Brothers offered a free app for iOS devices (iPhone, iPad, iPod Touch) called “The Dark Knight Rises Z+ – The Augmented Soundtrack Experience” which syncs the sonic world of Gotham City with Hans Zimmer’s evocative score. The app itself is free, but there are a number of in-app purchases available.

#5 – Viral Marketing Campaigns

A lot of viral marketing content was released on both viral websites as well as crossover marketing sites for products like Mountain Dew (check outDewGothamCity.com). Much of the content gave fans additional insight and background about the film’s characters, answered questions we were left hanging with from the last film, and piquéd fans’ interest with mysterious bits and pieces of new information. One of our favorites was this fake “Gotham Observer” newspaper:

#6 – The Dark Knight Rises on Facebook

Facebook was a huge driver of traffic for The Dark Knight Rises campaign, as the marketing team shared new content several times each day that included photos, early reviews, previews, cross-promotion of apps and games, and other engaging content. The official The Dark Knight Rises Facebook page, at the time of this writing, has over 1,129,035 “Likes” and 463,678 people talking about it.

#7 – Viral Twitter Campaign to Unlock Trailer

A viral Twitter campaign surrounding the film is presented as a Gotham City police investigation. Batman graffiti has been planted around the world for individuals to find. Fans were instructed to unlock still frames from the third trailer by submitting via Twitter (using hashtag #tdkr07202012) or by email “photographic evidence of graffiti related to any movement in support of the vigilante’s return.”

Pizza Hut Delivery and No Fear energy drink are the latest brands to sign up. The promotions were running throughout the summer and also included a national TV and print campaign as well as POS support in stores. Other brands involved include French Connection UK, Nokia and Nissan

Nissan UK - working with Warner Bros for the first time, the car marquee has built a campaign around its Juke model. It includes a major print campaign with artwork designed in collaboration with Gabriel Hardman - The Dark Knight Rises official storyboard artist.

Toshiba Electronics - the company is running a six week campaign to win tickets to the European premier of the movie in London.

Nokia - the only global partner on the UK roster is using the release to support the launch of its Lumia 900 smartphone. The device will come packed with move content on a pre-installed handset. A further 900 limited edition versions of the handset will carry bespoke Dark Knight Rises branding.

French Connection UK - is selling limited edition TV shirts across 70 stores nationwide. All participating stores will feature props from the movie.

Mars - Consumers can purchase the first two films in the Dark Knight trilogy with family size pouches of their confectionery.

Armani - the Italian fashion house is supplying clothes for the actors to wear during various promotional events for the film.

Was the campaign a success?

It was a "brilliant way to get fans in a tizzy over seeing a trailer," says Yamato. And the campaign came at a good time, says Travis Leamons at Inside Pulse. The impressive viral marketing for Ridley Scott's Prometheus had been stealing all of The Dark Knight Rises' thunder. And judging purely from the speed with which fans rushed to unlock the trailer, says Mark Hughes at Forbes, the campaign seems to be a rousing success.