The campaign was distinguished by
its inventiveness and variety

Starting with a small community of dedicated fans, the campaign spread over the internet and real world with such activities as online clue trails leading to orders for real-world action (congregating in full Joker facepaint at global landmarks), directions to pick up cakes in bakeries around the US containing hidden ‘Joker-phones’ which provided further content and instructions, and ‘Dentmobiles’ – campaign vehicles supporting real-world demonstrations for the film’s mayoral candidate. The activity eventually led to the discovery of a trailer for the film, vandalized by the Joker character which was then ‘leaked’ online to a wider audience.

The campaign produced a world of activity and content but discrete activities within this, meaning that consumers could participate or watch according to their levels of interest and without needing involvement from the start.