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Published on Aug 1, 2007
7/27/07 - The finale to the "Why So Serious?" event during San Diego Comic-Con 2007 as a part of the viral marketing campaign for "The Dark Knight."
Hidden clues on the convention hall's floor (including secret fliers and defaced dollar bills) led fans to www.whysoserious.com which at the time featured a countdown clock to 10 AM Friday morning and a satellite photo indicating a specific spot across the street from the convention center. Intrigued fans met at the mysterious spot that morning only to be embellished with Joker makeup and led on a wild scavenger hunt throughout the Gaslamp District following clues hidden in skywritten phone numbers, balloons, Gotham girl scout cookie boxes, etc. Each location revealed a new password to be entered into the website, unlocking a series of pages, the last of which unveiled the new teaser trailer. At the end of the journey, a black Escalade with Gotham license plates appeared, and men in black escorted one of the participants into the car. Right as the vehicle pulled away, the "lucky fan" began screaming as it appeared through the slightly open window that he was being assaulted. The rest of the fans were given Joker masks as consolation prizes. Later that day, a fake Gotham police report was found on the website declaring that a man believed to be The Joker was left beaten to death on the side of the road, accompanied by crime scene photos of the "fan" who had been driven away. The police report went on to claim that in the man's hand was a Joker card with the scribbled message: "See you in December."