Breaking Records…

Thursday, March 22 2012
Breaking Records…

Entertainment One scored a remarkable achievement with the launch of Breaking Dawn Part 1, the latest instalment in The Twilight Saga. It sold almost 1 million units in its first week, making it a bona fide success and, interestingly, showed that the franchise, although it’s nearing the end of its life cycle, is far from suffering from the kind of fatigue you’d normally associate with even the most successful of brand of this kind.

And as eOne was celebrating its success, a brace of other companies were also noting the contribution they made to the success of the franchise.

As reported last week on our newsletter, the film got off to a flier, quickly becoming both the fastest selling title so far this year, as well as, somewhat inevitably, the biggest too.

As eOne’s director of home entertainment Jon Bourdillon says: “We’re delighted with the performance of the fourth film in The Twilight Saga franchise. It’s fantastic to take the number one spot with such huge sales, and an added bonus that it is our second number one film in less than a month.”

“The strength of The Twilight Saga franchise continues to grow with each film and we are incredibly proud of the results delivered by the Entertainment One team,” adds the company’s head of sales and marketing Matt Brightwell. “Their hard work and innovative approach is a huge player in the consistent success of the franchise. To take number one spot twice in a month is an incredible achievement, and the top results are reflective of our excellent sales and marketing team.”

And it was also testament to some of the other agencies and companies involved in trhe release.

Take, for example, the work done on just one element of the campaign, in and around the Bluewater shopping centre in Kent, and its new Glow event venue housed within the complex. Numerous different agencies and companies, overseen by eOne, but including the likes of marketing company GV Film, digital production company Grand Visual and media and screen owner Ram Vision. It saw the screens at Glow being dominated by Breaking Dawn, announcing its availability, highlighting the trailer and pack shots and sending passers-by to the HMV store within the centre. Beyond that, people were encouraged to send tweets to their mums through the screens, which flashed them up over the weekend. There were further competitions and a team were handing out postcards with an availability message and detailing the tweets.

“We really wanted to create a good fun campaign that engaged families as they went about their weekend,” says Brightwell. “Using a giant tweet screen to broadcast Mother’s Day messages is a great way to captivate shoppers by allowing them to broadcast their declarations of gratitude and love instantly.”

GV Film’s Jeremy Shaw notes: “GV Film has always had a great time working on Entertainment One licences as they are committed to creating the best promotional activity for their titles. Naturally when asked to produce an exciting and eye catching campaign for The Twilight Saga: Breaking Dawn – Part 1, we turned to our friends at Grand Visual who have an incredible track record with innovative OOH campaigns.’”

Tim Last, Digital Producer at grand Visual continues: “Real-time digital out of home executions are a great way of getting the public to actively participate in the campaign. Through our OpenLoop platform the twitter stream could be moderated and published live, keeping content timely and fresh and allowing users to make their mums feel special on Mother’s Day.”

“This is the first time that our iconic screen at Glow Bluewater has been used as an interactive platform so it was great to see the 21 square metre LED screen being brought to life in such a dynamic way, with the experiential activity really helping to bring the content to life,” further explains Savvas Tombouloglou, creative director at Ram Vision.

Meanwhile, another agency, the newly merged AGI-Shorewood, was also hard at work for eOne, working on both the look and feel of the packaging, manufacturing and even developed a Breaking Dawn Part 1 smartphone app. The packaging included sleeves, O-rings, lenticulars and art cards, the latter for an exclusive with play.com. The app, for Android phones, counted down the days to the release, with the backgound (the trio of main characters were featured) changing according to the time of day. It also enabled users to pre-order the release at the mere click of a button.

“Twilight is the premium franchise in the industry, so in turn we wanted to entice the consumer to purchase from a selection of innovative, premium packaging,” says Brightwell.  To help us  achieve this we employed AGI-Shorewood, and with diligence and commitment, they delivered.”

Here are both packaging and app elements, as well as some of the Glow and Bluewater activity…

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