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‘The Dark Knight Rises’ Viral Campaign Returns; Find Out How To Play Along!

The Dark Knight Rises
Warner Bros.

Batman fans have come to expect elaborate viral marketing campaigns surrounding Christopher Nolan’s ‘Dark Knight‘ installments. The wizards at Warner Bros. appear to be ready to kick start the latest effort, which could lead to the trailer that we hear is going to be attached to ‘The Avengers’ this Friday.

UPDATE #3 – Someone has stitched together all the available trailer frames so far into an animated GIF. It’s tiny and has no sound but, you know, it’s ‘The Dark Knight Rises’

Over on TheDarkKnightRises.com, a case file for an “Anonymous Vigilante Investigation” invites users to explore the warrant for the arrest of John Doe (aka Batman). Obviously, the Bat went into hiding at the end of Nolan’s ‘The Dark Knight,” accepting responsibility for the crimes committed by Harvey Dent (aka Two-Face). What are Batman’s charges? Let’s just say “Criminal Possession of a Weapon” comes up multiple times.

Further analysis of the documents in the file suggest something called “Harvey Dent Day” in the city of Gotham, with the Mayor of Gotham calling on all Officers of Peace in the city to join forces to apprehend the Batman.

Then, the fun begins.

The viral site has addresses from around the globe, where fans are supposed to grab “photographic evidence of graffiti related to any movement in support of the vigilante’s return.” Photos should be submitted to the e-mail addresses signified on the Web site. Right now, most of the addresses are in France, Australia, China, India, Mexico, South America and beyond. The site promises that addresses for the U.S. and Canada are “currently being collated and will be added on April 30 at 8 a.m. PST.”

That’s today. So grab your camera, bookmark TheDarkKnightRises.com, and be ready to contribute to the viral marketing campaign. I’m betting we’ll be rewarded with a trailer, but stay tuned!

UPDATE: As expected, this ‘Dark Knight’ viral campaign is directly tied to the new trailer fans are anticipating. As photos are being submitted from global positions listed on the viral site, WB is releasing images from the upcoming trailer, which you can see as part of a quilt ComingSoon fashioned below.

You can make out key phrases (“Hope Is Lost,” “Faith Is Broken”), and shots of Batman, Catwoman, Joseph Gordon-Levitt’s polioce officer and, of course, Bane. Expect more images to be added throughout the day, and U.S. and Canada locations  where viral hunters can seek photographs around 8 a.m. PST.

Warner Bros.

UPDATE #2 – The first of the US locations have been posted:

- 2000 E Rio Saldo Tempe, AZ 85281

- 21001 N Tatum Blvd Phoenix, AZ 85050

- 9400 W Hanna Ln Glendale, AZ 85305

- 730 N Mill AV Tempe, AZ 85281

- 10 W Camelback Phoenix, AZ 85013

- 4419 N Scottsdale Scottsdale, AZ 85251

- 1906 W Camelback Phoenix, AZ 85015

- 5912 W Glendale Glendale, AZ 85301

- Concert Pavilion 2121 N 83rd AV Phoenix, AZ 85035

- 777 Chick Hearn Court, Los Angeles, CA 90015

- 6801 Hollywood Boulevard, Los Angeles, CA 90028

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