Where “Why So Serious? (The Dark Knight ARG)” started

Warner Bros. / 42 Entertainment, on Open web, May 1, 2007. It reached 6 platforms in 2.7 years.

LineageContestedKey steps, 12 of 16. Lines follow time and platform
Warner Bros. / 42 EntertainmentFirst postThe first image of Heath Ledger's Joker, revealed through the campaign/FilmPressWIREDPressOwner responsePlatform jumpOwner responseOwner responseBacklashMilestonePlatform jumpCommercialAfterlifePatient zero