For the promotion of the Twilight Breaking Dawn – Part 1 release on DVD and Blu-ray, Entertainment One decided to launch an interactive Mother’s Day tweet campaign.
The digital OOH campaign was displayed on Ram Vision’s Glow Bluewater shopping centre screen and featured creative encouraging shoppers to interact. They were asked to tweet a Mother’s Day message, using the hashtag #BreakingDawnMum, for a chance to see their message appear on the screen. The campaign was delivered and managed with OpenLoop.
The digital OOH campaign reached 260,000 people over the weekend. Hundreds of heartfelt tweets were shown on-screen. HMV reported a 25% sales uplift for Breaking Dawn DVDs – making sales significantly higher than average across the HMV Group.