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TwiHard with a vengence
Twilight Eclipse, the third instalment in the teen angst vampire franchise is now upon us, thrusting ever more pasty faced heartthrobs onto hordes of screaming tweens and 30-something women who never quite got over there 80s crush on Jason Patric.
Brands are understandable clambering over each other in a blood lust craze seeking to extract some connection with what is now a vast and heavily committed audience. Some brands are even focusing their campaigns specifically around the fanaticism surrounding the film’s fan-base.
Vitaminwater is currently testing Facebook visitors in order to see who makes the grade as a hardened Twilight fan, with a chance to win the opportunity to interview the cast on the set of the next movie.
However, Burger King is going a stage further and utilising actual fans in ads to promote a new scratch card game in its restaurants which asks users to chose Twilight allegiances in order to win prizes. The fast food chain has recruited a group of ‘TwiHard’ fans from opposing Edward and Jacob camps who stomp into restaurants and extol the virtues of both protagonists at a bewildered selection of Big Mac munchers - the likes of which probably wouldn’t known Twilight if it came up and bit them on the neck.
A clever mix of passion and indifference which plays to the film's fan base and also those less enamored with Bella's ongoing boyfriend indecision.
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