Viral marketing

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 “vandalised” 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.”

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 Blair Witch Project

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