What I find so fascinating about that marketing campaign is that it is at once both a viral marketing campaign and a "buzz" marketing campaign. Never, in all of their tactics, do they overtly plug the new Batman movie, but rather create the buzz that something is coming, compelling onlookers to want to know more. Then it becomes a viral campaign as the comic book geeks et. al. spread the word and, before you know it, the mainstream media (The L.A. Times) picks up the story.