During this years Mother’s day weekend several different agencies and companies, came together to produce a Digital Out Of Home Integrated Social Media Campaign for EOne’s Home Entertainment release of the blockbuster Twilight: Breaking Dawn Part One.
It saw the ‘Glow’ screen at Blue-water (operated by media and screen owner Ram Vision), 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, shoppers were encouraged to send tweets to their mums through the screen, which showed the messages in real time over the weekend.
GVFilm’s Jeremy Shaw notes, “GVFilm 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 GrandVisual who have an incredible track record with innovative OOH campaigns.’”
Online industry entertainment site, ‘The Raygun’ wrote about the campaign on this link.