42 Entertainment Responsible For ‘The Dark Knight’ Viral Campaign With WhySoSerious.com

I have learned that 42 Entertainment in California is the company responsible for the elaborate WhySoSerious.com viral campaign on July 27, 2007 designed to spread mystery about “The Dark Knight”.


Screenshot of 42Entertainment.com captured on July 29, 2007 at 9:41 p.m.
This company is also responsible for marketing “Year Zero” (the latest album from Nine Inch Nails) along with the Halo 2 “I Love Bees” campaign.

42 Entertainment also worked on the release of Windows Vista with Microsoft and AMD to launch “The Vanishing Point,” which was the first global puzzle game of its kind. The company says it captured more than 1 million people across the globe.

This link provides more information about the company’s projects. Here are the brains behind 42 Entertainment:

Joe Dinunzio, president/CEO
Jordan Weisman, chief creative officer
Jim Stewartson, CTO
Susan Bonds, executive producer/chief production officer
Elan Lee, vice president of experience design
Alex Lieu, vice president of creative development
Sean Stewat, creative/story director
Bob Fagan, senior media producer

10:14 p.m. update: WhySoSerious.com has posted a full report of the day’s events – written as a Gotham Police Department report – at this link. I have also posted an image of the report below.