why so serious?

http://en.wikipedia.org/wiki/Image:Norulessensible.jpg

In May 2007, 42 Entertainment began a viral marketing campaign utilizing the film's "Why So Serious?" tagline with the launch of a website featuring the fictional political campaign of Harvey Dent, with the caption, "I Believe in Harvey Dent."[83] The site aimed to interest fans by having them try to earn what they wanted to see and, on behalf of Warner Bros., 42 Entertainment also established a "vandalized" version of I Believe in Harvey Dent, called "I believe in Harvey Dent too," where e-mails sent by fans slowly removed pixels, revealing the first official image of the Joker; it was ultimately replaced with many "Haha"s and a hidden message that said "see you in December."[84]
During the 2007 Comic-Con International, 42 Entertainment launched WhySoSerious.com, sending fans on a scavenger hunt to unlock a teaser trailer and a new photo of the Joker.[85] During that month, WhySoSerious.com featured an animated jack-o'-lantern whose mouth was shaped like a bat-logo. The candle in the jack-o'-lantern melted as time progressed, while half of the pumpkin's face simultaneously deteriorated.[86]
On October 31, 2007, the film's website morphed into another scavenger hunt with hidden messages, instructing fans to uncover clues at certain locations in major cities throughout the United States, and to take photographs of their discoveries. The clues combined to reveal a new photograph of the Joker from the film, accompanied by an audio MP3 clip of Ledger's recorded voice saying, "And tonight, you're gonna break your one rule." Completing the scavenger hunt also led to another website called Rory's Death Kiss[86] (referencing the false working title of Rory's First Kiss), where fans could submit photographs of themselves costumed as the Joker set in various landscapes. Those who sent photos were mailed a copy of a fictional newspaper called The Gotham Times, whose electronic version led to the discovery of numerous other websites.[87][88]