Batman, Chocolate Cake and The Bomb Squad
As planners we have the task of generating publicity for our special events. Today’s launch of “A Dark Knight” accomplished the mission of publicity for the movie, but perhaps not quite the way it was planned. We can take note and learn from our industry peers on this story.
The new Batman movie “The Dark Knight,” opening today, is expected to be a global blockbuster. But a local guerilla promotion by a San Antonio theater chain threatened to turn that Hollywood cliché into a literal bomb.
To generate regional publicity for the film, the Santikos Theater chain mailed out cakes studded with wires and iced with a phone number and the message “Call Me” to 25 local TV, radio and newspaper outlets. The cakes had cell phones baked inside, along with promotional materials for the film.
When users dialed the number iced onto the cake, they were to receive a text message instructing them to come to one of the Santikos theaters premiering “The Dark Knight.”
http://promomagazine.com/othertactics/news/batman_promo_bomb_squad_cake_0718/
