As Warner Bros prepared to announce its new film, The Batman, they saw that fans who once flocked to theaters to see their favorite comic book characters were suffering from "superhero fatigue," a result of numerous superhero films being released every year. As a result, creating excitement and engaging fans around the movie's release became a major challenge, especially as a reboot featuring fresh talent.

We super-charged Amazon’s Ring Video Doorbell with special Batman-themed response that surprised and delighted visitors at the front doors of homes across the globe. With every Ring Video Doorbell interaction, users loved watching fun reactions of their surprised visitors and sharing them on social media.

With Batman’s 80-year legacy as the guardian of Gotham City, fans have always been fascinated by his arsenal of cool gadgets that help him fight crime and protect people. Based on that intriguing insight, ‘Batman at your Door’ was sparked to answer the question: what if we gave fans the ability to leverage Batman’s iconic tech to protect their homes while also generating awareness for the upcoming film? The strategy focused on an unexpected collaboration of smart home technology with an entertainment property to create surprise and delight experiences around the more serious home security space.

Through a custom script and recording production, we tapped voice talent to bring these special Batman-themed replies to life in the course of 8 weeks. Three preset Quick Replies were recorded, featuring male and female voices. As a global feature, the responses were launched with extensive PR outreach to major media outlets and on Ring customers received an email on launch day pushing them to activate the theme via a Tile Card on the dashboard in the Ring smart home app. Ring, Facebook, Twitter and Instagram began the social media amplification and a custom landing page supported this one-of-a-kind activation.

This campaign drove a total of 252.7K engagements, 170k downloads, and 628.8K views across Ring’s US and UK social channels making the Batman-themed doorbell a viral sensation with 341.9M impressions. On March 4, 2022, The Batman opened to $248.5M at the box office, reaching a total of $770.9M worldwide and became one of the top 10 highest grossing films of 2022.