Twilight:The dawn of Twilight

BRAND OWNER:Hoyts
CATEGORY:Entertainment
REGION:Australia
DATE:Oct 2009 - Dec 2009


Stephanie Meyer’s teen vampire saga is a smash in the US but that didn’t help promote the movie of the book Twilight in Australia.
Launching at the same time as The Quantum of Solace and Australia, distributors Hoyts had a tough challenge to attract the girls and young women it wanted to watch the movie.
Research showed that Meyer’s Aussie 14-19-year-old fans could act as cheer leaders to their peers.

The campaign made Twilight part of the conversation with communities on MySpace and Facebook, bespoke MSN Messenger packs and viral trailer distribution.




Young women were targeted via celebrity gossip magazines, incorporating the Twilight characters into the target’s every day reality and backing this up with bespoke and high frequency placements on popular websites.
Twilight generated more than $20m dollars at the box office, 1,110% above Hoyts average revenues for a movie and $7m ahead of target.