Nicolas Roope: “This isn’t a fresh example at all but one which exemplifies the power digital has in mobilizing people not only
to consume the content of messages but to become the content and actors themselves. We’ve seen the power of the network to
overthrow states in the Arab Spring, we’ve seen artists (https://improveverywhere.com/) utilizing the lure of artistic
participation. Brands at their best offer a meaningful means of belonging and joining in. The Dark Knight shows
how epic that can be.”