Be a Little Enigmatic
You know a marketing campaign was really good if we’re still talking about it years after the fact. Prior to the release of director Christopher Nolan’s film, The Dark Knight Rises, hype surrounding the film reached near cult-status thanks to some really great mystery marketing. May 19, 2012, the film website went live, but the only content was a black screen and chanting sounds. The geekiest fans figured out within hours that the chanting, when fed through sound-wave visualization software, was advising social media users to Tweet the hashtag #TheFireRises. The more fans used the hashtag, the more of an image was exposed, finally revealing Tom Hardy as Bane.