The mayhem of the evening was only part of the fun when I went to the midnight showing of New Moon. I was not surprised that I was surrounded by people who were dressed up as vampires and wolves. In fact, I expected the night to be chaotic as little teeny-boppers, mothers, daughters, girl friends and really nice husbands and boyfriends attended the premier for the show. It was an evening of people watching and a chance for businesses to get in on the action. The Jordan Commons, a fancy schmancy movie theater in Sandy, UT, was at the top of their game having their own event to promote the movie. I saw t-shirts with sayings like ‘Team Edward’ and ‘Team Jacob.’ But I think my favorite was ‘I run with the wolves.’ From the Anniversary Inn announcing their new ‘Twilight’ room, to people selling lipstick with vampire poster-children, the night was full of creative sponsors who have come out all the more successful because they decided to go with the trend.
Sure vampires and wolves may seem like a silly way to go, but let’s think about this for a second. Us Magazine and many other publications reported that New Moon grossed $140.7 million at the box office on the eve of its premier. That is a lot of people attending these movies. So why not create a campaign that sells your product or image that also targets these high-fad situations. Marketing classes across the country are determined to find out what is driving this Twilight fanatacism…and in the meantime, businesses looking for unique marketing opportuities might want to tap into these kinds of crazy events.
The sponsor of the week goes to The American Red Cross. At the New Moon event, there was a truck parked outside of the movie theater. I don’t know what their campaign slogan actually said, but imagine if it read something like this “We will suck your blood for free.” Brilliant. This is just another way that a company went above and beyond the call of duty to get in with the cool kids and their fads by generating some pretty creative genius. Oh, and by the way, they also saved lives all at the same time. Way to go American Red Cross. Kuddos to your marketing department.