BENTONVILLE, AR: Wal-Mart's marketing plan to prepare for the DVD release of the popular romance-vampire flick Twilight includes an emphasis on affordability and a partnership with BlogTalkRadio in an effort to woo the film's fan base.
Events for the DVD's release will begin late the night of March 20 across Wal-Mart's national markets, and will be promoted with the support of its national agency Edelman, according to Melissa O'Brien, Wal-Mart senior manager of PR and brand reputation.
O'Brien noted via e-mail that Wal-Mart will also promote its merchandise related to the film from Summit Entertainment such as books and apparel. It also created a microsite that provides behind-the-scenes footage from the film and tips for home-viewing parties. The site includes “eBite” invitations, which enable users to upload personal pictures and insert vampire bite marks onto friends.
“Since the majority of our shoppers are women, Twilight is a perfect example of a program where we can make a real difference for our customer,” O'Brien wrote.
In a partnership with online radio network BlogTalkRadio, Wal-Mart will host Twilight actor Taylor Lautner on Monday, March 9. Through an online chat room, fans will be able to submit questions to the actor and interact with each other, while listening to the show.
Middleberg Communications, AOR for BlogTalkRadio, assisted with outreach for the site, including to fan Web sites, schools, and entertainment sites to best connect with “the Twilight phenomenon,” said Alan Levy, CEO of BlogTalkRadio.
“We absolutely recognize the need to work with many outlets to engage different audiences,” added O'Brien. “And, certainly social media platforms have played a very important role in this program, as they will for others.”