With Twilight Mania reaching fever pitch, a celebratory release was long over due for the most anticipated DVD release of the Twilight Saga Breaking Dawn.
Entertainmentone wanted to create buzz and excitement in the form of an Experiential Marketing campaign. For successful execution and implementation of the campaign, Entertainmentone appointed Diffusion PR, Grand Visual and Blazinstar Experiential to assist with the planning and implementation of two phases.
The first phase was a publicity stunt, which took place outside London’s flagship HMV store in Oxford street. In a bid to attempt to break the World Record for the longest chain of brides in one location, Blazinstar Experiential utilised the social platform Facebook as a communication channel to gather Twilight fans and enthusiastic females to attend the event dressed in their wedding dresses to replicate a famous wedding scene from the movie, and more importantly create the picture story. The stunt achieved the desired objectives as it garnered interest from the press as well as raised awareness around the DVD release to passer-by’s.
The influx of brides that queued, was not in vain as the brides also got a chance to witness an exclusive clip from the Twilight Saga, Breaking Dawn- Part 2 as well as a chance to purchase their first copy of Breaking Dawn - Part 1.
The second phase, drove further awareness at Bluewater Shopping Centre, where a large tweeting board was installed situated in the most prominent area of the mall. Shoppers were given the opportunity to stop and tweet a ‘Mother’s Day message’ which appeared live on the board, and were then handed a branded t-shirt to take home as a keepsake. The top 5 tweets of the day won a Twilight box set.
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