You’d have to be living in a hole in the ground to have missed the massive amounts of publicity surrounding the Twilight series. Last November’s release of the first Twilight movie catapulted the film’s stars into the pop culture stratosphere and positioned the franchise as a sustainable property that will generate buzz for years to come. Despite all you hear, the Twilight saga was not an overnight success. In fact, fans have rabidly anticipating the film versions of their favorite books for years. And that’s the real story, because fans have been the true drivers of this phenomenon.
Facebook has been at the forefront of the driving targeted fan engagement since the Platform first opened its doors to third party developers. The evolution of the Fan Page has created a new avenue for marketers to reach consumers who have expressed a positive interest in their brands and properties. As a result, the studio behind the Twilight movies, Summit Entertainment, sought a conduit through which they could reach fans with exclusive content before the release of Twilight’s sequel, New Moon. Sounds easy enough – just leverage the existing community of millions of fans on the Twilight Facebook page.
But it’s not that simple. Summit Entertainment wanted to reward the fans who made Twilight a household name. And they wanted to do it fast, in order to build the buzz leading up to the film’s pre-Thanksgiving release.
Enter Buddy Media and the Buddy Media Platform. Our team worked tirelessly for 7 straight days, keeping vampire hours in order to develop and launch a New Moon tab on a hyper-expedited timeline. The result is a page that highlights the film’s trailer and spurs fans to spread the word about New Moon by taking polls, sending virtual gifts, and sharing tweets. The end result – hundreds of thousands of interactions with the page in just under two weeks – thanks to a cross-platform strategy that involves posting updates to Twitter and the Twilight Facebook Wall.
We’re beyond proud of our work on the New Moon page. Check it out – it’ll dazzle you!
