The marketing way to "vampire" fans

You may not have noticed that "vampire" fans are controlling the entire network.

The last time the public was so concerned about vampires or in 1994, Brad Pitt and Tom Cruise's two handsome "vampires" were fascinated by big fans. 15 years later, the vampire boom again swept through. This is largely thanks to the upcoming second film, "The New Moon," based on the "Twilight Saga series" by author Stephen Mayer (Stephenie Meyer).

As a marketing person, it is interesting to see how these books reach the peak of the publicity. The book was intended to target young people as consumers, especially the girls. But surprisingly, the book is popular among all ages-from moms to men-although the latter may not admit that they have read the book. And the research institute confirms that. According to a report released by a U.S. research institute in June, the 25-34-year-old crowd searched the Twilight movie site. According to the film adaptation of the film also has a very good box office, the next film is believed to be equally popular.

Summit Entertainment, a film entertainment development company, seems to be trying to show that the results do. MySpace users were well treated last week. The user's home page is covered by the movie's campaign, including links to movie soundtrack, movie trailers, "New Moon" iphone apps, and tickets to the movie premiere.

One might also wonder whether the author of the book knows that this is an opportunity to advertise online advertising. The author of the book was reported to have stolen her brother's knowledge of the car to choose the vehicle for the characters in the novel. Car brand Volvo's "What drives Edward" micro site to "What is the cause of the vampire Edward in the film driving the brand's car" for the selling point propaganda. The film "New Moon" uses a cross-platform approach, including the premiere watch game, film clips (including those shown in front of the car and the center of the vehicle), and two options for Volvo and "New Moon" screensavers.

We return to the previous topic, which is that the book and movie series attract new consumers. Reports from Volvo show that the first movie attracted 20-30-year-old consumers. This group had previously "never considered Volvo". Curiously, the most consistent "O" type of blood seems to be the most unlikely group to buy Volvo.

The "New Moon" is not the only recreational activity that uses Internet media for propaganda and vampire-themed activities. Columbia's "Vampire Diary" has launched a fairly aggressive campaign, including the creation of mobile marketing for the show. The company, in collaboration with mobile question-answering service provider Chacha, sends answers to users with questions raised by teenagers and young adult viewers via SMS services. However, this time, the reply also added a spoof ingredient, users can watch the "Vampire Diary" Halloween episode. By using this existing service from the mobile company, advertisers have expanded their coverage of new potential customers and increased their exposure.

What makes the vampire theme even more successful is the "true love of Blood" of Home theater channel (HBO). The show really follows the trend and creates some interesting digital ads. Earlier this year, HBO's interactive store launched a fake blog and fake ads that resonate with vampires and movie viewers. Existing brands such as Monster.com, Harley and mini BMW have also created online ads to cater to vampires (such as "feel the wind through your fangs") and play on websites such as CNN, Yahoo and AOL.

It would be interesting to see these fictional characters advertised on the internet. But the most interesting thing is that they show up in a tangible way, as well as promotional opportunities for traditional advertisers. Entertainment companies and big brands will benefit from the blurring of the line between fiction and reality. And if all goes well, consumers will be as committed to advertisers as the fictional characters in the film.

From the "Twilight series", "Vampire Diaries" and "true Love Like Blood," the network propaganda way, we can learn two valuable experience. First, the expected target group of products may be different from the actual situation. The second is that marketers targeting teens and young people will be invaluable resources for inspiring and improving advertising campaigns. We can refer to those advertising campaigns and apply them to our campaigns.

Whatever your perception of these vampires, these creative campaigns are real.

(Original: November 12, 2009; compilation: Zeng Cui)