Viral marketing is a method used by companies whereby consumers are encouraged to share information about the film and overall gain more attraction towards the film. A good example of this is with The Dark Knight Rises (Directed by Christopher Nolan, 2012) which is part of The Batman franchise and the film tells the story eight years after the previous film where Batman has gone into exile and hasn't shown himself to the people of Gotham city. Warner Bros. then launched a viral campaign where they uploaded a police document on the film's website which hinted at Batman's return and instructed them to take part in finding all the graffiti-ed white bat symbols around the world. The consumers were also implored to take a photo once they did find them and tweet to the company using huge social media platform Twitter using the hashtag "#TDKR20712" which stood for film's title and the release date of the film. This also created synergy with the film as it instantly matched with what the film is called and also the bat symbols which is part of the franchise's iconography. After all the bats were found, the trailer for the film was unlocked.
This was huge success as Warner Bros. had the huge budget to set up and execute something like this. It creates so much attention for the film as it was the unique interaction with the consumers was never seen before and this was evident as it was trending number 1 on Twitter at a time. It was also hugely successful as each bat found would unlock a piece of the trailer which means that the consumers would be eager to unlock the rest and find the rest of the bats. Due to it being on Twitter as well, people could interact and work together to find the graffiti thus creating even more exposure for the film.
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