Why So Serious? How Dark Knight Movie came to life before its release

As I was trying to catch up with some of the presentations and workshops at the Dubai Lynx 2009, I managed to attend most of Alex Lieu’s presentation about the interactive viral campaign created and managed by 42 Entertainment for the Dark Knight movie.

The movie was brought to life way before it was released without the use of traditional media, the campaign was based on the concept of Alternate Reality Game, which utilizes the real world as a platform that engages the target audience with the product. The agency focused on each character to bring the most out of it, and as I saw the results were brilliant, of course we all know that the movie gained a huge success around the world.

According to the above movie, Why So Serious? attracted more than 10 million players.

Just watch how brilliant it is!

The idea is to benefit from the presidential elections fever in the US to promote the movie.

Still wondering why Dark Knight scored an enormous success? Anyway, take a look at the website of Why So Serious?

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