As friends and colleagues will testify, I hate the word viral with a passion. I’ve lost count of the number of press releases I’ve received saying, “We’ve produced a viral.” No you haven’t you’ve produced a video that you’re hoping lots of people will watch. And as for being asked, “Can we get this going viral,” the answer, obviously, depends on the strength of content.

But when a viral’s done well, it’s hard not to be impressed and the new viral marketing campaign for the new Batman movie, The Dark Knight Rises, is very cool indeed.