Batman: why so serious?

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To generate a buzz in the run up to The Dark Knight’s release, Warner Bros decided to blur the lines between fact and fiction and draw fans down into the world of Gotham City.

Knowing that, for dedicated fans of the franchise, passively sitting and watching the new movie would not be enough, Warner Bros created ‘Why So Serious’, a global, interactive alternative reality game. Fans were encouraged to become a Gotham resident - be it a supporter of politician Harvey Dent, a henchman of the Joker or a batman ‘copycat’ hero.

Spanning a vast array of platforms, fans were drawn down through rabbit holes in real world media. Gotham City websites were created, fake articles run in genuine papers and experiential events organised. Warner Bros skillfully wove its narrative around real world events. For example, when the US primaries were taking place, fans of Harvey Dent were encouraged to meet up and pledge their support, placards in hand. And the Joker’s henchmen were sent on undercover missions that ended up being part of a sting operation.

The campaign was a huge success. Over 10 million people from 75 countries participated in ‘Why So Serious’. The passion generated reinvigorated the franchise and helped The Dark Knight become the highest grossing movie of 2008 and the 2nd highest grossing of all time.

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