TopRank Marketing Editor

Viral Marketing

TopRank Marketing Editor     Online Marketing

So what is the coolest new viral campaign online and why? Check out and then come back here.

There isn’t anything on the page, is there?

Certainly not that photo of Aaron Eckhart that can be found by removing “too” from the URL:

There’s simply a message saying “Page Not Found”.

Do you feel like me the first time you viewed this site, thinking that you must have missed part of an exciting new campaign for the upcoming Batman epic “The Dark Knight”, of which Harvey Dent, Gotham’s DA and future criminal mastermind “Two Face” would, surely play an integral role? Do you feel compelled, like I did, to search out a forum for more?

No need for that – I’ll tell you everything you need to know here.

First, while viewing the site, go to the “Edit” option in your browser and select “Select All”. Without spoiling anyone’s surprise, it seems clear that the Joker will play an overwhelmingly welcome role in this film.

Ah, but that’s not all.

Copy the text from the page into a standard word document.

Do a find/replace for “ha” and replace it with a blank space, to discover a secret message indicating when we may see our first glimpse of Heath Ledger in character as The Joker.

[Lee: With a little checking, there’s this strange image of what might be the joker and this site: Rent a Clown. The marketers of this viral site have even stimulated discussion (and links) on Wikipedia “Viral Dent/Joker Page” and an entry on DMOZ]

What makes this a great viral ad?

  • It’s intuitively geared towards fans by ensuring a prominent character’s name appears in the URL of the page.
  • It’s designed to create discussion. Even I, as one of the bigger Batman fans, had to do more searching to discover other users who have found all the little tricks and secrets within this campaign. In that sense, the ad can be passed along from user to user infinitely as each one discovers a new little secret.
  • Ultimately, this ad shows extremely little. Just enough to excite us for next summer, when…
  • There’s a new Batman movie releasing on May 28th!

Any campaign that can achieve an objective of turning a film into an event, complete with a fully engaged online community nearly a full year in advance, is the very definition of an effective viral campaign.

PoorSo SoOKGoodAwesome (6 votes, average: 4.83 out of 5)


  1. I sell real estate in the Minneapolis area. Many agents will include way too much information or way to many photos.

    This is a good reminder to all of us who may have a tendency to photo and post every toilet in the house. Information and information overload does not entice. Curiousity is more powerful. (This is an “old school” concept that precedes the age of the internet.


  1. […] Yet, just linking isn’t enough – at least for me. I want to link to posts that are highly relevant and complementary to the topic I’m writing about. And specifically, I want the text I’m linking from to be a lead-in to what my readers will find when they click-through. In other words, I want people to clearly know that when I link from the word viral marketing, for instance, they’re going to see content about viral marketing. […]

  2. […] Those who’ve read my previous posts should find it as no surprise that my level of excitement for this session superseded any residual aches and pains left over from last night’s “decadence based in relevance” superbash Google Dance. […]

  3. Top Online Marketing Blog Posts 2007 at Marketing Blog says:

    […] Viral Marketing – I Believe in Harvey Dent – Post by TopRank Account Manager Mike Yanke […]