1. Verizon Wireless/ Nokia/ Batman Dark Knight campaign
It's really hard to compete with an offline marketing initiative of a blockbuster like "The Dark Knight," which ultimately turned out to launch the biggest opening weekend in Hollywood history. The Verizon Wireless/Nokia team certainly had a huge challenge ahead of time, but leveraged the power of digital to put a new spin on a top-of-mind title.
Users were recruited both offline and online to "Join the Fight for Gotham" and side with either the Dark Knight or The Joker to access all the intricacies of Gotham City online.
The key to the robust, 3D online city was actually the Nokia 6205 ("The Dark Knight" edition phone) itself and all the exclusive content that was on it.
In addition to the Fight for Gotham, users could upload a photo of a friend and have them committed to the Arkham Asylum, where the user's face was actually incorporated into a video of the asylum's worst villains.
The viral part of the campaign garnered a record-breaking 250 percent email open rate, and the campaign itself was a huge success both offline and online.
Digital campaign components included online display ads, viral pass-along video, website, mobile game, contest, digital signage, in-theater, email campaign and more.
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