Thursday, March 13, 2008
Harvey Dent - Really Good Fan and UGC Example
The Dark Knight, the new Batman film, is due out in the summer, and there are some really good early grassroots campaigns for it in the US.
One of the characters in the film is Harvey Dent, a Gotham City politician, and the early marketing is revolving around a political campaign for him. Very neat, in this election year.
The campaign includes posters with the slogan 'I Believe in Harvey Dent' (among others) available for download here.
A street campaign begins this week, with a 'Dentmobile' visiting 32 cities around the US (schedule published here). This will presumably produce big crowds, videos on YouTube, photos of Flickr and so on, as well as confusing the hell out of people who are not in on it.
It's all about making the fans feel like they are in on what is happening, like they are helping, and mystifing others, just as in the heyday of comics kids' parents would be totally unaware of these new characters like Batman that their kids started to talk about.
Finally they've already got lots of user generated content here, with people using the posters in lots of creative ways. & if you're short of ideas there are suggestions here.
This is an excellent example of the internet being used to drive a real world campaign - and it looks great fun for all the people involved too. Hats off to Team Dent!