Search »

‘New Moon’ Mania Fanned by AT&T, BK, Volvo

AT&T and Summit Entertainment have partnered on an extensive marketing campaign for the Nov. 20 release of the film The Twilight Saga: New Moon.

AT&T has created New Moon-themed ringtones, wallpaper, mobile games, and sweepstakes geared toward teens. Twilight fans will be encouraged to interact by joining discussions and creating their own “Coven” badges on their Facebook pages through AT&T Share on Facebook, reports Mobile Marketer.

Mobile AT&T customers can also access additional content by texting NEWMOON to a short code. There is also a Twilight game mobile users can play.

A sweeps element lets participants find clues and collect stamps for the chance to win a trip to Italy. Fans can also enter for the chance to win tickets to an advance screening in one of three cities, where a cast member will answer questions from the audience.

Other brands aligning themselves with the Twilight franchise include Burger King and Volvo. BK has launched a New Moon promo that gives customers trading card collectibles and other memorabilia from the movie. BK gift cards will be branded with images of the stars. The burger chain will also sell New Moon water bottles, writes Promo.

Meanwhile, Volvo is reaching out to an older and more affluent fan base. The automaker is running a sweeps that lets visitors to a website register to win tickets to the world premiere. The site received 220,000 entries for the U.S. sweepstakes, plus an undisclosed number of entries for tickets in Canada, France, Germany and the U.K.

Volvo also launched an interactive puzzle game at WhatDrivesEdward.com, with one player winning a Volvo XC60 car like the one driven in the films by the main vampire stud, Edward Cullen. Volvo has promoted the game and website in television ads and on the car’s Facebook page, Twitter account, YouTube channel and Flickr.

Toys R Us is also running a New Moon sweepstakes. A drawing on its website will award winners with two of the red robes worn by the actors during one of the scenes in the film, along with a series of other movie-related prizes.