Twilight (Official China Launch)
Digital campaign to promote Twilight's official launch in China - digital , campaign
Brief:
As the second Twilight movie sweeps through box offices worldwide, theaters in China are only just getting it's own official release for the first movie.
With many locals having already watched the movie through unofficial channels, the task was to re-ignite the fans' passion for the film and create a successful launch for the release.
Concept:
Tapping on the fervor the fans has for the various characters in the show, we created a social game on Kaixin001 (one of China's most popular social network) for fans to jump right in and be a part of the story.
We created accounts for each of the main characters of Twilight on Kaixin001 and started engaging prominent bloggers on the network. Using a custom application, the characters were able to send a 'bite' to the bloggers, and if accepted, turn them into a vampire under their on-screen family. 'Converted' accounts can then upload a photo of their own and create a vampire-fied version as a profile photo. Once 'converted', fans can go on to 'bite' their friends and turn them into a vampire under the family.
After the initial seeding, the game picked up tremendously as fans started sending 'bites' to their friends. Discussion boards were soon flooded with chatter about the game and the humorous vampire-fied profile pictures of the participants.
A dedicated website was also setup in which key locations within the shows were strung together as an interactive journey. Visitor can then explore the locations and uncover information about the film or join discussion groups under their respective family.