Target targets 'Twi-hards'

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Target entices Twilight fans with an exclusive event celebrating "Breaking Dawn Part 1" on DVD
Target entices Twilight fans with an exclusive event celebrating "Breaking Dawn Part 1" on DVD

The Offer: Target Brands, Inc. provided fans of the Twilight franchise with something they could really sink their teeth into to celebrate the release of Breaking Dawn Part 1 on DVD and Blu-ray in February. Twi-hards, as they're colloquially known, were invited to attend a midnight party held at select Target stores nationwide, where they could win $100 gift cards and watch a sneak peak clip from Breaking Dawn Part 2 nine months before the movie hits theaters. Target also partnered with Summit Entertainment to run a sweepstakes via its e-commerce site. Entrants had the chance to win a trip to the island off the cost of Rio de Janeiro where Bella and Edward, the fictional star-crossed lovers at the center of the series, go for their honeymoon in the fourth installment.

The Data: Five hundred Target stores hosted the late night parties. The highly anticipated DVD went on sale at exactly 12:01 a.m. An exclusive two-disc DVD gift set that included prop wedding flowers from the actual movie was also available. DVD sales topped 3.2 million units in the first weekend. Fans could snag $5-off coupons for showing ticket stubs for the first film.

The Channel: The midnight release parties were heavily promoted on the Target site and through an event listing on Facebook, to which nearly 102,000 fans RSVP'd. According to Quantcast, the Target e-commerce site receives more than 64 million visitors per month.

The Creative: Visitors could scroll through and click-to-buy Twilight merchandise integrated directly into the rich media landing page for the sweepstakes.

The Verdict:

Thomas Mueller is global director and practice leader of customer experience at Siegel+Gale, a strategic branding firm, where he has done work for American Express, Nokia, LexisNexis and others. He was hired as one of the first Razorfish design directors in 1995. Read our Q&A with Thomas for more.

The in-banner, cover-flow-style merchandise presentation is more appropriate for a kitchenware promotion for pots and pans. For all the drama and passion that surrounds the Twilight saga, this execution is cold and devoid of any emotion.

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