American Airlines' Rainbow TeAAm and its Strategy to Target the LGBT Segment

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Case Details:

Case Code : MKTG224
Case Length : 22 Pages
Period : 2007-2008
Pub Date : 2009
Teaching Note :Not Available
Organization : Warner Brothers
Industry : Entertainment
Countries : USA

To download Warner Brothers' Viral Marketing Strategy - The 'Dark Knight' Campaign case study (Case Code: MKTG224) click on the button below, and select the case from the list of available cases:

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The End Game

On June 13, 2008, the owners of the cell phones were contacted by the Joker and were given a puzzle involving various pictures and words. Through these, the players deciphered that it was related to Domino's Pizza. On June 16, 2008, the website gothamcitypizzeria.com was updated...

Behind the Curtains

Explaining the aim of the campaign, Susan Bonds, Chief Executive Officer and President, 42 Entertainment, said, "Our goal was to tell the story of what was happening in Gotham City between the end of 'Batman Begins' and the beginning of 'The Dark Knight'...

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The Result

According to analysts, a measure for gauging the success of ARGs was user generated content. The Dark Knight's videos on YouTube were viewed more than four million times each. There were over 50 million searches on Google for Dark Knight...

Exhibits

Exhibit I: Batman Movies over the Years
Exhibit II: Harvey Dent Posters
Exhibit III: Joker's Website
Exhibit IV: Poster Advertisement for Joker's Henchmen
Exhibit V: The Gotham Times
Exhibit VI: Some of the Websites Associated with the Dark Knight ARG
Exhibit VII: Tribute to Heath Ledger
Exhibit VIII: Top Ten Movies in Hollywood in Terms of Box Office Collections

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