Thanksgiving is time for us to appreciate the wonderful things in our lives, overeat and plan shopping strategies. One of my favorite memories from Thanksgiving is the numerous and unforgettable 10 years of Thanksgiving hilarity with the cast of “Friends.” If this TV series was before your time, after your time, if you just never got into it, or if you have seen all the episodes, I hope these clips will make you laugh as much as they make us laugh.
Volvo and “New Moon’s” integrated social media campaign drives awareness for the movie and the car.
“New Moon” opened this past weekend to thrilled fans and happy studio executives. Regardless of the book devotees, the “Team Jacob” vs. “Team Edward” fan base and the “Twilight” diehards, I have to believe that advertising did something to help the initial success of this movie, because the current statistics are staggering:
The most presold tickets of any movie ever
The highest-grossing midnight screening total of all time ($26.3 million)
Best single-day tally of all time ($72.7 million on Friday)
The previews were great, but Summit Entertainment got creative in advertising efforts, and you have to give them credit for this. Movie advertising is, like all other advertising, increasingly using online outlets to gain audience exposure and make product placement ties, but I especially like one of the campaigns tied to “New Moon” – WhatEdwardDrives.com.
If you are not familiar with the “Twilight” saga, let me fill you in on a key fact: Edward drives a Volvo. Summit Entertainment worked with Volvo to create an online competition to drive awareness of their cars. The landing page for the campaign was nicely “Twilight” branded, and the cars from the movies were highlighted. The campaign also incorporates social networking sites like Facebook, has corresponding TV commercials and, of course, features the Volvo that’s in the movie.
As explained on ABCnews.com regarding the online competition, “players were asked questions that tested their knowledge of the “Twilight” saga. Starting on Nov. 1, players were given clues during six different phases to help solve the series of puzzles and were encouraged to exchange hints through Facebook, Twitter and Myspace.”
I love the integration of the campaign and that Volvo went further than just product placement. To get their target audience involved and participating with Volvo, they asked site visitors to return to the site six times.
What do you think about this campaign? How well do the site and the commercials promote both Volvo and the movie for a win-win scenario? Share your thoughts with us, because the numbers don’t lie – you or someone you love has seen the movie.
I hope Porsche runs a similar competition with the launch of “Eclipse” in June 2010.
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