The Penguin set out to unite fans of The Batman with lovers of gritty mobster crime dramas, introducing a villain-centric series that expands Gotham’s dark universe. The challenge was maintaining the cinematic tone of Matt Reeves’ film while drawing in a broader audience for a story focused on Oswald Cobblepot’s brutal rise to power. We built on the viral success of The Batman’s “rataalada.com” by creating an immersive IRL event at San Diego Comic-Con, plunging fans into the corrupt underworld of Gotham. On social, we rolled out episodic in-world updates that let fans role-play as citizens of the city, deepening their emotional investment. Each post emphasized the intensity and drama of the show's characters, creating a seamless bridge between film and series. The campaign drove over 1.5 million likes, 10K+ comments, and a 50%+ growth in Instagram followers.