Stephanie Meyer’s teen vampire saga is a smash in the US but that didn’t help promote the movie of the book Twilight in Australia.
Launching at the same time as The Quantum of Solace and Australia, distributors Hoyts had a tough challenge to attract the girls and young women it wanted to watch the movie.
Research showed that Meyer’s Aussie 14-19-year-old fans could act as cheer leaders to their peers. The campaign made Twilight part of the conversation with communities on MySpace and Facebook, bespoke MSN Messenger packs and viral trailer distribution.
Young women were targeted via celebrity gossip magazines, incorporating the Twilight characters into the target’s every day reality and backing this up with bespoke and high frequency placements on popular websites.
Twilight generated more than $20m dollars at the box office, 1,110% above Hoyts average revenues for a movie and $7m ahead of target.
The Dawn of Twilight
Best Targeted Campaign
- Brand:
- Twilight
- Brand owner:
- Hoyts
- Category:
- Best Targeted Campaign
- Region:
- Australia
- Date:
- October - December 2008
- Media Channel:
- Online
See similar examples on CMDglobal.com (what is CMDGlobal.com?)
Please nominate a maximum of five favourite case studies to put forward for the People’s Award. They will appear in the “My Selections” box on the top right. If you change your mind about any of the campaigns, simply click “remove”.
CMDglobal.com is a strategic inspiration resource for the global marketing and media industry. It is a library for 2000+ case studies of innovation and creativity in brand communications. The next generation of CMDglobal.com will launch as Cream in May.
