It started at midnight last night—throngs of tween and teen girls flocked to the first showings of “The Twilight Saga: New Moon.” Regardless of the tepid reviews now surfacing, everyone involved including the movie’s many advertisers, stand to cash in on the many marketing campaigns launched around the second movie developed from Stephenie Meyer's wildly popular teenage-vampire-romance series.
Advertisers like Burger King and AT&T have been very willing to launch various marketing campaigns around the undead and multitude of devoted fans. Some of these tie-ins (Hot Topic, Kohl’s) are no-brainers aimed at the movies’ core audience--tween and teen girls. But several are not, like Volvo, which launched an interactive puzzle game in which one winner will take home a Volvo XC60—similar to the Volvo the vampire Edward Cullen drives in the movies.
Magazines have followed this trend too—obvious titles like Teen Vogue, J-14, Seventeen, Entertainment Weekly and People magazine have featured the leading stars—Kristen Stewart and Robert Pattinson—as well as supporting stars on covers multiple times. But then there’s the less obvious ones. Vanity Fair magazine features Pattinson on the cover of its December issue, Interview magazine has Stewart and Harper’s Bazaar has both stars in requisite high fashion and dramatic pose. Even more surprising, the current December issue of Men’s Health magazine features New Moon’s newest leading man, 17-year-old Taylor Lautner, who talks about how he beefed up for his role.
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