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.

250+ participants onsite650,000+ unique participants online2,000,000+ unique downloads of The Dark Knight preview trailerTelevision press coverage on G4 TVThousands of blogs and online press articlesWithout an "official" presence at the event, The Dark Knight made one of the biggest and lasting impressions on fans.