ARG entertainment for The Dark Knight: I love this shit

1 Feb


I love this shit! Warner Bros have gone all out with their ARG style campaign for the new Batman movie ‘Dark Knight’. The story travels across a bevy of sites including the The Gotham Times, this game, and the official Wiki amongst others. But there’s more! This story unfolds across a multitude of media platforms and travels into the real world. The cross media nature of this viral has catapulted ARG into the mainstream culture.

Players in the US were encouraged to visit 22 real world addresses to collect a treat under the name “Robin Banks”. Nice. The Joker had left cakes at bakeries with phone numbers written on them in icing. It gets better…when ringing the number the cake itself rang! In the cake was an evidence bag with a mobile phone and charger, a joker playing card, and a note with another number on it.

The note reads…

“Wow. You really took the cake! Now put the icing on it. Call [number] immediately from this phone and this phone only. Do not give this phone number to anyone else.

Let’s hope your fellow goons come through as well as you. Once all the layers are in place, you’ll all get your just desserts. I’m a man of my word.”

Text message reads…

“Good work, clown! Keep this phone charged and with you at all times. Don’t call me. I will call you … eventually.”

Brilliant huh?! More and more stories are travelling across multiple media platforms and offering a deeply engaging experience which is only possible in today’s media mix culture. But with so many layers, the consumer base becomes smaller as you are asking a lot of people’s time and imagination. For the casual consumer, are Warner Bros asking too much? And for the superfan, maybe they are asking too little? While this is probably too involved for most of us – those superfans get one hellova reward what with mobile phones, invitations to IMAX screenings, and ultimate bragging rights.

Having worked on two very similar campaigns – identifying the balance between meeting the fan community’s expectations and still remaining accessible to the casual consumer is very difficult. But if the objective is to create an entertaining experience for brand advocates who will spread the word, then it’s probably pretty successful. There may only be 22 key players, but how many more people are talking about it (as I am doing now)? How many are participating? And how many are listening? As with the Guinness Tipping ARG campaign, we are beginning to see fans group together in online knowledge cultures to gather information as well as wildly speculate. There are over 100 pages of speculation on this Guinness ARG forum, very interesting read!

The movie arrives in the US July 18th – let’s hope the movie is as much fun as this teaser…

More brilliant speculation here, here, and here



6 Responses to “ARG entertainment for The Dark Knight: I love this shit”

  1. Gunnar February 6, 2008 at 8:32 am #

    We had a similar entry (in German) on our blog a while ago ( I really like the mixture of viral internet and “real-life” aspects. I am looking forward for further revelations. Although I can imagine that maybe they change or even suspend the campaign because of Ledger’s death.

  2. Tessa March 14, 2008 at 3:25 pm #

    check out and two new viral sites for the Dark Knight. They are still being built at the moment so don’t get too excited but they are still pretty cool!

  3. nicspic2608 March 14, 2008 at 4:52 pm #

    Wow awesome find! Thanks for that Tess you legend.

  4. Tessa April 4, 2008 at 3:26 pm #

    okay ive got a new one The Clown Travel Agency is the start of a treasure hunt with packages in cites around the world! hurry though because the hunt is on and I suspect nearly all the prizes might have been found already.

  5. nicspic2608 April 4, 2008 at 3:28 pm #

    Nice! Somebody sent me this link this week, and I was utterly confused! Check out my latest post on the Penguin ARG. Cool…


  1. Schnellschuss-Links vom 04.02.2008 bis 05.02.2008 | Werbeblogger - Weblog über Marketing, Werbung und PR » Blog Archiv » Schnellschuss-Links vom 04.02.2008 bis 05.02.2008 - February 6, 2008

    […] Alternate Reality Game für neuen Batman Das ARG zum neuen Batman-Film […]

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