ComicCon attendees found defaced dollar bills featuring a ‘tagged’ George Washington with black circles around his eyes and a smeared red smile. On the bottom, was the phrase “Why So Serious.” Once this hit news sites and message boards, whysoserious.com was quickly uncovered. A message from the Joker revealed GPS coordinates to meet at the following day, and instructions to have online counterparts. When the countdown hit zero, a phone number was written in the sky and an interactive scavenger hunt was launched. Fans both onsite and online worked together in innovative activities that included players painting their faces, dialing phone numbers, looking for clues in architecture, stealing Gotham Girl cookies and more - all culminating in a dramatic kidnapping of one of their own. Players onsite received a film prop mask and participants online were treated to a high definition download of the new teaser trailer.

The 'Why So Serious?' campaign has been touted as one of the most unique and successful film promotions ever from both the client and the general movie-going internet community. The 'Ringing Cakes' element, specifically, pushed the campaign over the edge into mainstream awareness by creating a twisted pop-culture event.300-400 'live' participants over 24 locations1.1M unique participants online during actual eventWith another 1M+ unique users attracted by experienceThousands of blogs/online press articles5 sold-out IMAX preview screenings of TDK Prologue in Chicago, NY, LA, Toronto, and PhiladelphiaVideo press coverage including Perez Hilton's YouTube