We could have gone with a typical phone promotion to announce the launch of Nokia’s The Dark Knight phone. But why be so serious?

The Fight for Gotham City was a theme in the film, so it became the basis of our microsite. By asking users to choose a side in the fight, they were treated to slightly different experiences – one told from Batman’s point of view, the other from the Joker’s. If visitors couldn’t decide which side to pick, a “psychological evaluation ” determined their fate. For extra engagement – and to increase the creepy factor – we added the ability to commit a friend to Arkham Asylum using Oddcast’s 3D mapping technology. Check out the video here.

With the support of banners, emails and even a desktop widget that counted down to opening day of the film, the digital campaign saw unprecedented results for Verizon, including over 60 billion impressions, 630,000+ friends committed, 13.5 million searches, 1.4 million views for the WAP site, and the highest open rate for any Oddcast campaign at the time, with 25% more time spent than the Oddcast average. The 1,600+ blog mentions weren’t too shabby, either. Of course, Verizon and Nokia were particularly happy that The Dark Knight phone outsold unbranded phones by 66% during the run of the campaign and increased VCAST video downloads by 215%.