Marketing campaigns (Dark Knight vs what we do in the shadows)

The Dark Knight

- year film came out: 2008

- who directed it: Christopher Nolan

- budget: $185 million


Dark Knight Marketing Campaign: Why so serious?

  • a transmedia experience with over 10 million participants in over 75 countries that played across hundreds of webpages, interactive games, mobile phones, print, email, real world events, video and unique collectibles
  • "Why So Serious?" was designed as a 360° alternate reality experience that played out over 15 months leading up to the release of The Dark Knight. Spilling out over a multitude of different platforms, this deep immersive campaign recruited the audience to become real citizens of Gotham City.
  • joker left his mark (red smile) on posters and money --> building fan base all over the world




what we do in the shadows

- year film came out: 2014

- who directed it: taika waititi and jemaine clement

- budget: $1.6 million


WWDITS Marketing Campaign:

  • filmmakers turned up at fan events like Armageddon not to do a Q&A but dressed in their vampire costumes while they sat at the back and watched everything go down
  • Fans were called to submit poster designs on the film’s Facebook page.
    • the winner got their design printed and used in various cinemas, and got to go to the premiere; a win for both the winners and the movie-makers (who now have a nice poster to use).
  • changed the wellington sign to vellington
  • An account called delicious_necks on TradeMe was the account of the Vampire flat (in the film). The account sold various items from the house.
    • The filmmakers even went as far as to take part in a Q&A with Trade Me users; which further advertised the film and the date it was coming out.
  • New Zealand dating site FindSomeone displayed a few vampire dating profiles from the film
  • The film’s entire Facebook page is comedy --> posting about Dracula's house going on sale
    • actually pretending the vampires are controlling the account

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