The Dark Knight took guerrilla marketing to another level today not only online but at the San Diego Comic Con. The net has been “a buzz” all week in hopes of seeing the first real glimpse of what should be the biggest summer blockbuster of 2008 in the form of a rumored teaser trailer. Some were looking for it in a few weeks at Wizard World Chicago, some hoping it would play in front of the Simpson’s movie. And then this website, WhySoSerious.com, was found.
It’s Time to Play
On Thursday it had a recruitment poster up giving coordinates to a park outside the location of the San Diego Comic Con and a time clock. If you wanted to join up you had to be there, or luckily for all of us who could not be in San Diego, you were told you could play along online as well. It all started with instructions for the assembled crowd outside the Con to “look up”. This toll-free phone number, (800) 395-9646, was displayed on a banner high above, and the game, both online and in San Diego, had begun.
It was part online mystery and part in person scavenger hunt. The online game was filled with puzzles and peeks not only inside the mind of the latest version of The Joker, but how he will look and sound as well. Those playing along in person were “jokerized” to fit in with the look of the gang as well as given certain items in their tour around the park. This was great marketing. It was intricate, very organized, detailed and most of all fun. But best of all, that teaser trailer everyone’s been waiting for a peek of? Well that was your reward for playing along.
Watch the Teaser Trailer
For those that missed out on the experience, the game is now over. But the hype for the movie has now been kicked into high gear. And just so you don’t feel completely left out, here is a link to download the reward:
Copy and paste the link above into a new browser window. QuickTime is needed to view the teaser.
Oh, and the Joker’s final message of the day? “See you in December”. While one can only assume we’ll have the first full trailer of The Dark Knight to view at that point, the day’s events make you wonder … what else might the Joker have in store for us?