Your ATTN Please || Monday, 18 March

Want millions of eyeballs on your brand?

You have to go big.

And that’s exactly what the transmedia campaign for The Dark Knight did. Today we’re showing you exactly how that movie promo led to the highest grossing movie that year.

In today's newsletter:

  • International Day of Happiness is 20 March (here’s how to spread some sunshine in your content!)

  • Love Lies Bleeding is coming out soon (and we’ve got content ideas for ya!)

  • Why so serious? (how an alternate reality game made “The Dark Knight” smash box office records)

  • How to get started on TikTok (even if you’re super shy!)

- Charlotte, Editor ♡

So, What’s the Tea?

Get your smiles readyyy...

Because Wednesday is International Day of Happiness!!

The UN established this day to underline the important role happiness plays in our lives.

In a world where depression affects over 5% of the entire population (that's about 280 million people!), it's never been more important to remind ourselves what brings us joy!

That's why creating content about this day is a beautiful thing.

Here are two ways you could go about it:

  • What makes you happy? Create some content about all of the little things you're grateful for and that bring you joy in your day-to-day life. This can serve as a great reminder to both yourself and others that it's often the little things that matter the most.

  • How do you get through a hard time? Share your tips for overcoming a bad day, week, or year... We all go through it, and you might just make someone's day a little easier.

Otherwise, there's always making people laugh if you're actually funny. Please don't attempt it if you're generally the only one who laughs at your jokes.

So, what makes me happy, you ask?

A24 films.

oh, and radically ripped lesbian romances.

Luckily, that's exactly what we're in for with A24's Love Lies Bleeding, starring the incredibly talented (and hot) Kristen Stewart.

Appearing on the cover of the iconic Rolling Stone magazine in promotion for the flick, Kristen told the world, "I want to do the gayest thing you've ever seen in your life."

And she did. Run, don't walk. You're welcome.

Ready to bring this movie release into your content?

  • Show us your gayest fit check. I'm serious. We're so here for them.

  • Reaction videos! These always make for good content. And there are said to be some pretty intense scenes in here that will make for good clickbait.

  • Screengrab the most relatable scenes and bless this internet with your memes. You know how it goes.

Screening at Academy Cinemas on March 22nd.

- Sophie, Art Director

Why So Serious?

A gigantic 14-month transmedia campaign drew millions of eyes to 2008's The Dark Knight. This campaign made millions of Batman fans feel as if they were really in Gotham City. In the end, the movie smashed box office records.

Introduce a little anarchy

Let's face it - we're all addicted to fiction.

Whether it's a sitcom or a whole movie universe, we love characters and storylines so much. Sometimes it feels like they're real!

Well, for the 2008 Batman sequel, The Dark Knight, a team at 42 Entertainment spent 2.5 years creating a huge marketing campaign. One designed to make the Dark Knight universe feel more realistic than any superhero franchise before it.

Welcome to "Why So Serious?"

This final product was the "Why So Serious?" alternate reality game, or ARG, which ran between May 2007 and the film's July 2008 premiere.

The transmedia project pushed fans to work together online and in-person to solve puzzles and unlock secrets. All the while, the lines between the real world and Gotham City became more and more blurred.

For over a year, the team used websites, secret messages and crowds of people in Joker make-up. Not to mention a fake election, cakes with phones inside them and more to bring fans deeper into the movie's story.

In the end, 11 million people across 75 countries teamed up to explore the world of Gotham. As they did so, they discovered juicy details about The Joker and the film's plot.

The ultimate payoff for this massive transmedia campaign?

Pre-bookings for the premiere, including showings as late as 3am, sold out across the US. The film broke many box office records, and it was the highest grossing film worldwide in 2008. Looks like this campaign paid off!

- Devin, Copywriter

What’s Going Viral?

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Check out what's going viral RIGHT NOW before you miss it 👇

Tweets from The Intern

Ask the Editor

Q - I want to get started on TikTok but I'm really self-conscious. Any tips? - Martha

Hey Martha!

Ok, so I totally get where you're coming from. But if you're serious about building a presence on TikTok, you can't let what other people think stop you!

Honestly, you have to just start. Don't overthink it. Grab your phone and create a few talking head videos about your area of expertise. You really don't need any special equipment at this stage.

Then use CapCut to edit and just post. Try different types of content. See what works and what doesn't. The only way to get more confident is to just do it.

- Charlotte, Editor ♡

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