"Consumers are learning how to use these different media technologies to bring the flow of media more fully under their control and to interact with other consumers. The promises of this new media environment raise expectation of a freer flow of ideas and content." This is what Henry Jenkis said in the text, and I could not agree more. Technology and media companies have to work hand in hand to help spread the word and make all facets of technology intertwine to keep viewers on their toes, as well as make them feel even more a part of whatever television show, video game, or even movie they are promoting. By using video games, internet scavenger hunts and viral marketing, they are making viewers become more interactive and make consumers feel like they are a part of this community.
I will discuss two separate viral campaigns, one for a movie and the second for a musician that aimed to get fans to follow the trail at his concerts and discover USB drives, that contained clues and even hidden tracks, that were hidden at the venues . Both of these campaigns tied into either a CD release or a movie release, got fans interested and let them feel a part of the “hunt.” This not only provided fans to delve into the world of Batman: The Dark Knight, but also into a secret scavenger hunt at Nine Inch Nails shows.
First off, the website www.whysoserious.com, was dedicated to Batman: The Dark Knight. Here is a synopsis I found on the web, with all of the details behind what was involved.
In May 2007, 42 Entertainment began a viral marketing campaign utilizing the film's "Why So Serious?" tagline with the launch of a website featuring the fictional political campaign of Harvey Dent, with the caption, "I Believe in Harvey Dent."[ The site aimed to interest fans by having them try to earn what they wanted to see and, on behalf of Warner Bros., 42 Entertainment also established a "vandalized" version of I Believe in Harvey Dent, called "I believe in Harvey Dent too," where e-mails sent by fans slowly removed pixels revealing the first official image of the Joker; it was ultimately replaced with many "Haha"s and a hidden message that said "see you in December
“WhySoSerious.com directed fans to find letters composing the Joker’s message "The only sensible way to live in this world is without rules," to send in photographs of these letters, and then featured their photos in a collage.
During the 2007 Comic Con’s, 42 Entertainment launched WhySoSerious.com, sending fans on a scavenger hunt to unlock a teaser trailer and a new photo of the Joker. On October 31, 2007, the film's website morphed into another scavenger hunt with hidden messages, instructing fans to uncover clues at certain locations in major cities throughout the United States, and to take photographs of their discoveries. The clues combined to reveal a new photograph of the Joker and an audio clip of him from the film saying "And tonight, you're gonna break your one rule." Completing the scavenger hunt also led to another website called Rory's Death Kiss (referencing the false working title of Rory's First Kiss), where fans could submit photographs of themselves costumed as the Joker. Those who sent photos were mailed a copy of a fictional newspaper called The Gotham Times, whose electronic version led to the discovery of numerous other websites.
Numbers In March 2008, Harvey Dent's fictional campaign informed fans that actual campaign buses nicknamed "Dentmobiles" would tour various cities to promote Dent's candidacy for district attorney.”
This was a brilliant way to incorporate fans, and make them feel part of something large. It helped to build hype over many different facets of media, and got fans extremely excited. It tied all media facets working together to build massive hype, months before the movie was released. (info came from Wikipedia, directed from the actual whysoserious website, all info has been approved by film producers, or else I would never have used Wikipedia.)
Secondly, Nine Inch Nails did something that no other band has ever done. They band created an alternative online game called Year Zero, the title of their upcoming game. If you want to read more about the game just research Nine In Nails, Year Zero Game. The band would hide clues for this game in clothing they sold at their tours, as well as plant random USB drives with new songs, clues and other goodies throughout venues, and give fans that were part of their online community clues as to where they could find them. All of the members of this community would have to team up, and combine what they received on their drives, to fully complete the game, it was almost like Second Life. This facet combined music sales, with an online game and even a scavenger hunt, the first time in history that this has been done, and has yet to be repeated. The concept was so deep it even invoked the interests of USA Today, Rolling Stones and other newspaper as well, and also every major music site.
Both of these ploys could have done without any of the promotion, however it only helped to build hype and get fans even more involved, especially the die hard fans. This is exactly what Jenkins was talking about. Having many different platforms such as scavenger hunts for USB drives, or even just becoming even more intrigued by a scavenger hunt and game online for Batman, definitely broke boundaries, and I believe that television and the movie and music industry need to embrace spreading their wings, and reaching out to people over various media outlets. People need to adapt, and if they do, Jenkins message will have worked.
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