A new trailer for the surefire summer blockbuster The Dark Knight Rises was released Monday night — and Batman’s superfans worked hard to get it. (Watch the video below.) As part of a buzz-driving marketing campaign for the final installment in Christopher Nolan’s Batman trilogy, Warner Brothers announced the trailer on the film’s website, telling fans that to see it, they had to help the Gotham City Police Department locate Batman by tracking down hundreds of pieces of graffiti from around the world. For every piece of graffiti that a fan found and tagged on social media, Warner Brothers unlocked a frame of the trailer.
The Dark Knight Rises’ awesomely complex viral marketing campaign
Fans unlock the stunning new trailer for Christopher Nolan’s upcoming blockbuster one frame at a time by spotting strategically-placed graffiti all over the world