Pilot Case Study: The Dark Knight Rises

With a focus on Twitter hashtags to investigate the research questions, this case study suggests reasons why the creation of an audience-targeted social media campaign successfully sustained the fan community for Warner Bros. feature film The Dark Knight Rises, even in the wake of a tragedy. Through a discourse analysis, this 4 month pilot case study explores the strategic creation of the viral marketing campaign for the film. The two main theories examined were Elihu Katz’s Uses and Gratifications theory and the public relations drip-drip-drip technique.

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