Back in February I promised to keep you updated on a campaign that Warner Bros. did for Dark Knight using Heath Ledger's character. I had wondered if they would continue with that campaign despite his passing, or focus on another aspect of the movie. Well it seems they have moved on from the Joker campaign. A campaign for the character played by Aaron Eckhart, Harvey Dent, has recently taken off. Warner Bros. claims that this was the plan all along, but this campaign seems to have picked up where the Joker campaign was forced to leave off.The viral website acts as a fake campaign site for Harvey Dent's campaign for District Attorney of Gotham City. The site has campaign materials available to download, the option to upload pictures supporting the campaign, and a personal challenge audio clip from Harvey Dent. It offers several ideas of how to show your support for the campaign including: write and perform a "Take Back Gotham" song, see if you can get up a Harvey Dent sign in every single window of your dorm building, and get your friends together and spell out Harvey Dent in human letters. You can sign you or you friends up for updates about the campaign. The site explains why people should show support for Dent:
"Show your support for Harvey Dent! Gotham City is collapsing from a runaway crime wave and Harvey Dent can save it. But he has to run for district attorney first.The only way he’ll run is if he sees an outpouring of public support. Let’s all get out there and show Harvey Dent he’s got support to take back Gotham! Let’s get those videos and pictures coming!"
I think this campaign is a great example of how to do viral marketing. It has continued to keep fans interested over the past year. There are always new developments and features of the campaign, no matter what character it is focusing on. There are a few new Dark Knight campaign sites that are under construction. The Gotham City Clerk website has a link to the Gotham Times website. There is also a Gotham Election Board website that tells users it will be implementing online voter registration in the near future. I will continue to follow this marketing campaign for updates.
1 comment:
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