August 17, 2009 at 10:42 pm (Uncategorized) (advertising age, bartleby, blog, bonding, book, breaking dawn, buzz marketing, daughter, early release, eclipse, film, Harry Potter, leaked book, marketing, marketing genius, midnight sun, mother, Nancy kirkpatrick, new moon, scandal, stephenie meyer, summit entertainment, twilight, twilight moms, twilight saga, viral, where is bartleby)
In this world of fast paced real-time information how are books not only relevant, but still becoming cult phenomenons well before the movie is even in preproduction. We saw this meteoric rise with the Harry Potter series and now with the Twilight Saga.
Everything I saw about Twilight just reeked of teen and tween drivel about adolescent angst and insecurities mixed in with a love story and some vampires. Fast-forward to a few nights ago when I was having dinner with some friends, and the conversation shifted to who was on which book. Four out of the six adults, all in their 20s and 30s, were past the first book, excited about the next book, and talking about the saga with affinity.
How is it that book written for the teen and tween market jumped demographics into the realm of professional adults? Buzz Marketing. According to Advertising Age: One strategy that Summit Entertainment produced was to promote the books to moms. “We started trying to expand the mom base by offering it up as a portal to talk to their daughters,” said Nancy Kirkpatrick, president of Summit’s worldwide marketing. They even launched a blog called TwilightMoms. Many of these parents read the books, then got hooked themselves. They inevitably told other adults, who told other adults, etc expanding the demographic further. To help enlarge the fan base and talking points about the movie a nationwide mall tour was launched, and when the DVD was released it was done on a Friday instead of a Tuesday to avoid the school week, resulting in 3 million units sold on the first day.
To continue this buzz marketing strategy some DVD versions of the movie come with a free digital download from iTunes. In buzz marketing, seeding campaigns, where free or reduced price products are given away, can help boost cross pollination into other demographics. This is genius in the case of digital downloads for movies. Why? Consider this situation: Someone is going on a flight and taking their laptop with them. Instead of lugging DVDs around, they choose to use iTunes movies. Another flier is in close enough proximity to see parts of the movie that they otherwise never would have come into contact with, thus sparking their interest in watching the movie. After watching the movie he or she chooses to read the books and/or go see subsequent films, resulting in higher revenue.
While we’re talking about movies, here’s another fun tidbit: On August 28, 2008 Stephenie Meyer posted to her blog that “my partial draft of Midnight Sun was illegally posted on the Internet and has since been virally distributed without my knowledge or permission or the knowledge or permission of my publisher.” On November 21, 2008 the Twilight movie was released to theater going audiences. Talk about a happy accident! What better (free) promotion for a movie than scandal, not bad scandal – viral scandal. The kind of scandal that spreads faster than fingers can type on QWERTY keyboards, and news channels can broadcast the scoop.
In the wake of the Twilight Saga’s success there have been a multitude of branding opportunities including a make-up line, video games, conventions, comic books, and even an SAT prep book that uses vocabulary from Twilight. Will my eyes ever gaze upon the serifs of Twilight’s pages? Probably not, but I do know that it has entered an empirical piece of pop culture that few books ever have.