This weekend Entertainment One launched an interactive Mother’s Day campaign that ran as a domination on Ram Vision’s iconic screen at Glow Bluewater. The campaign encouraged passersby to Tweet Mother’s Day messages to #BreakingDawnMum to see them on the big screen.

The live Twitter wall scrolled through the latest Mother’s Day Tweets and announced the arrival of The Twilight Saga: Breaking Dawn – Part 1 on DVD and Blu-ray. The interactive content was interspersed with the film trailer and DVD pack shot which directs customers to the HMV store.

The campaign was created by GV Film and produced by Grand Visual, with live Twitter moderation and delivery through OpenLoop. The live element was supported by an experiential team from Staffwarehouse who handed out postcards and T-shirts to shoppers and encouraged them to get involved in the campaign by Tweeting their Mother’s Day messages.

Over the weekend the campaign was seen by more than 260,000 people at Bluewater, generated hundreds of heartfelt Tweets, and achieved a 25% sales uplift for HMV on Breaking Dawn DVDs– significantly higher than average sales across the HMV Group.