Posted on June 30th, 2010 at 16:06 in Agencies, Campaigns, Random Creativity, Technology, Video.
Today is Wednesday. But it’s also the day when The Twilight Saga: Eclipse premieres all over the world. The highly successful girl-meets-vampire-but-also-likes-werewolf drama will surely sell tons of tickets all over the world. Back in the days vampires wore capes and lived in Romanian castles, but these days they go to high school and act like every other teenager. Except they’re unusually pale and empty veins rather than beer bootles.
The first two movies in the series have already passed the 1 billion dollars mark and created a huge fan base of garlic-shy kids around the world. Nevertheless, the folks behind the movie has once again trusted the agency Crispin Porter + Bogusky to create some fuss about the movie in cooperation with Burger King. Target groups match perfectly and having watched the film, I guess that the audience will want to sink their teeth into a piece of meat of their own at a nearby BK.
CPB and BK have created a scratch-off game where customers get to choose what team they are on; the pale Edward or muscular wolfman Jacob. The game is promoted in a sweet tv spot where fans do their part of the job getting customers convinced.
Also included is a campaign site that reveals what team you’re on based on Facebook Connect. You can also play the Eclipse game, watch behind the scenes footage and lots more. But the tv spot really does the trick for me (some people even say it’s better than the actual movie, just don’t tell the kids).