![]() This then laddered up into the release of The Fire Rises - an online RPG that allowed fans to play as members of Bane’s gang and lastly, the Tumbler Designer which allowed fans to customize and then, test drive Batman’s Tumbler. Once all cells had been unlocked, the filmstrip began to run and reveal the final trailer. ![]() Once users found, photographed and tweeted a photo of the graffiti, a film-branded microsite would scrape the Twitter location data, correlate it to the verified locations and then unlock one cell of a filmstrip, cell-by-cell until the entire trailer had been unlocked. The resulting captured content then was shared on the worldwide activity app which would show user’s posts as well as every time a user “checked-in” to the app itself.įor the final trailer release of the film, we enlisted fans on Twitter to be members of Gotham PD by finding and identifying graffiti in support of “the vigilante, Batman” - to do this, we planted bat graffiti in more than 300 locations worldwide and then used a dedicated Twitter account to drop clues as to the various locations. We launched the “Gotham City’s Most Wanted” AR app for desktop, IOS, Android and a special in-theater kiosk that allowed fans to become the iconic characters of Batman, Bane, and Selina Kyle/Catwoman as well as photograph “vigilante activity.” We achieved this via a multi-pronged approach of Digital, Social and Experiential to bring fans into Gotham at key points in the campaign. ![]() To promote the final installment in Christopher Nolan’s Dark Knight trilogy, The Dark Knight Rises, my team and I at WB sought to fully immerse fans into the world of Gotham City. ![]()
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