‘The Dark Knight’ Viral Marketing Rings Again From Cake-Embedded Cell Phones
Submitted by HollywoodChicago.com on January 14, 2008 - 1:47pm.
CHICAGO – Back on Dec. 4, 2007, we reported on “The Dark Knight” viral marketing activities that concluded in fans rushing around the U.S. to snag cakes in bakeries. Items were baked inside them and enthusiasts tore apart the treats to find out what they were. The Joker promised that the embedded cell phones would have a purpose later.
On Monday, the Chicago cake finder again contacted HollywoodChicago.com and said a text message was sent to the phone he received on that day. Here’s the e-mail to us containing the Joker’s new viral marketing message.
Hey, Adam! If you remember, I am the Chicago Joker cake finder.
I have the cell phone and I just got a text message from the Joker today from humanresources@whysoserious.com. Here’s what it said:
“You still out there, clown? Reply and let me know.”
I replied “yes” and I got another response:
“See you found my little message. So do you think you have what it takes to be a part of my circle of friends? Are you a backstabbing, self…”
Then the message gets cut off. Others I have talked to with the phone have said the same thing. I am sure this is an automated response.
I replied back “yes” to the last text and I am waiting to see what happens. I will keep you updated!
~ Vlkers54
Our Chicago cake photos from Dec. 4 are below.
What are your thoughts on this round of viral marketing? Take it to this thread on our boards!
1:50 p.m. update: The same person just e-mailed us again with an updated message:
Text three just came in! It said:
“It makes me smile to see you’re one of the serious ones, clown. Now … time to be patient. I’ll be in touch…”
Looks like more waiting. Maybe they are narrowing down the 22 people who got the phones. I’ll keep you posted as always!
 | By ADAM FENDELMAN |
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But now, a week later...
What happens to this unique marketing campaign now that the focus of it, the Joker, is without the man who portrayed him?
It appears Warner Brothers was getting ready to ramp up another part of the viral marketing campaign — perhaps to coincide with the Super Bowl — but now Heath is gone, and you better believe the marketing dept. of Warners is talking with Nolan and Ledger’s family about how to proceed with this campaign — morally and legally.
Do they continue this campaign focusing on the Joker, but do it in a way to pay homage to Heath, or do they stop this campaign centered around the Joker and revert to something more traditional — or switch the campaign to focus on Harvey Dent or Batman?
I still ache over Heath’s death, but as a scholar I will be interested to see what results in the campaign.
Well said.
You can bet they’re absolutely talking about and pondering this. We don’t have the answer yet, but for Heath’s sake and the sake of the campaign, I sure hope they come up with a creative and tactful solution to how to proceed.
I was JUST wondering this this morning!
You’ve got all of these twisted images of Heath, talking about death & whatnot. It should be interesting to see how the marketing department handles it now.
Heath Ledger is just a man
Heath Ledger is just a man playing the Joker. I think they would steer clear of using his image much more, but the Joker is not dead. In the fantasy world he’s still doing his thing even though Heath Ledger and Cesar Romero aren’t with us.
Even the Joker has a heart...
Has anyone noticed the front page of whysoserious.com now has a black ribbon placed partially over the word “sensible”? I think they will continue on with it, and i hope they do, to maximize the effect of Heath’s last full role and pay tribute to him and his work.