Breaking Dawn Mother’s Day Tweet Campaign
To promote the arrival of Twilight Saga: Breaking Dawn – Part 1 on DVD and Blu-ray, Entertainment One launched an interactive Mother’s Day campaign that ran on Ram Vision’s Glow Bluewater screen. The campaign encouraged passers-by to Tweet Mother’s Day messages to #BreakingDawnMum to see them on the big screen.
The campaign was delivered through OpenLoop and reached 260,000 people over the weekend with hundreds of heartfelt Tweets. The campaign achieved a 25% sales uplift for HMV on Breaking Dawn DVDs– significantly higher than average sales across the HMV Group.