Case study: Dark Knight. Part 1

This section of the case study will focus on the first arc of the Dark Knight ARG campaign, spanning from May 11th to May 21st.


May 11th, 2007
http://thedarkknight.warnerbros.com/ Official movie site opens

May 17th, 2007
http://thedarkknight.warnerbros.com/ Click on Bat symbol it linked to www.Ibelieveinharveydent.com a fake campaign website created for the fictional Harvey Dent.

May 19th, 2007
www.Ibelieveinharveydenttoo.com is discovered. It shows a defaced Harvey Dent poster and a prompt asks visitors to submit their e-mail address. For every address submitted a pixel is taken away from the Dent poster, to reveal the first image of the Joker/Heath Ledger.


















May 21st, 2007
www.Ibelieveinharveydenttoo.com "Page not found" error with hidden message "See you in December".

This completes the first story arc in the Dark Knight campaign. In this arc the players are introduced to the main character, in this case the Joker. The Puppetmasters also deal with the low enrollment problems by creating a puzzle that can only be solved by having massive amounts of people submit e-mail addresses. By incorporating this e-mail hunt into a puzzle the PMs ensure that their game is spread through word of mouth, and that there are at least x number of participants before they actually start the game.

What else about this part of the campaign helped to boost its success? What, if anything, hurt it? What else was established in the limited amount of information offered?

This, and all subsiquent parts of this timeline are taken from http://analysisteamcloverfield.freeforums.org/summary-story-so-far-t629.html Thank you for the amazingly detailed analysis.