Anticipation for the Batman v Superman: Dawn of Justice premiere next year continues to grow, especially as Warner Bros. perfects its viral marketing techniques to keep the fans engaged in the months leading up to the film’s release. The latest in the studio’s viral marketing scheme is the launch of a LexCorp website that wants you to sign up and get involved. The Lex/OS operating system website is live and looking for fans to “..Build A Better Tomorrow Today.”
Fans can now visit LexCorp.io to register for updates on LexCorp and Lex/OS with their name and email address. It’s unknown what kind of emails fans will be receiving, but judging from past viral marketing campaigns, they won’t disappoint.
The idea of viral marketing with movies really took off back in 2008 with the second installment in Christopher Nolan’s Batman trilogy, The Dark Knight. Warner Bros. went all out for that film with Harvey Dent campaign stickers and mailings, fake Gotham newspapers, websites, and even scavenger hunts in several cities.
The Lex/OS website is currently limited — it only allows fans to move up or down on a few pages. When you move down you have the option to sign up, and if you choose to move up you will get the following corporate mission statement:
“LexCorp is building a better tomorrow, today. LexCorp provides expertise and research to the global marketplace and cross-industry innovations that transform and inspire. We build products that help millions of homes, businesses and governments work better.”
The website also includes a link in the upper right-hand side to the official Alexander Luthor Twitter account. Based on what we’ve seen so far, it’s quite possible that the Batman v Superman Lex Luthor is going to be reminiscent of the late Steve Jobs. The Lex/OS is the new LexCorp operating system that will no doubt be a mix of cutting-edge technology and something quite nefarious.
The reveal of this cool new website follows the viral LexCorp presence at New York Comic-Con, where Lex Luthor sponsored free Wi-Fi internet access for all of this year’s attendees, along with complimentary portable chargers at the LexCorp NYCC booth. The video that announced the promotion was clever, convincing, and a whole new level of viral marketing. On top of that there was also a paid article in Forbes to promote the young Luthor, which was titled: “Lex Luthor Jr.: Not Just His Father’s LexCorp.” The article itself was an entertaining puff piece intended to make Lex look good in the public eye and give fans an idea of what kind of Lex Luthor they would be seeing come March. As we wait to see what kind of marketing materials are released from this new viral site, fans will hopefully have something entertaining to tide them over in the coming months.
Batman V Superman: Dawn of Justice opens on March 25th, 2016; Suicide Squad on August 5th, 2016; Wonder Woman on June 23rd, 2017; Justice League on November 17th, 2017; The Flash on March 23rd, 2018; Aquaman on July 27th, 2018; Shazam on April 5th, 2019; Justice League 2 on June 14th, 2019; Cyborg on April 3rd, 2020; Green Lantern Corps on June 19th, 2020. Untitled Batman and Superman solo films will be coming at dates TBD.
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