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BizReport : Blogs & Content archives : November 22, 2011

How Yahoo, Summit Entertainment engaged with Twilight

Just a few weeks ago, we mentioned that Yahoo and Summit Entertainment were launching a new entertainment sector, meant to build interest and engagement for the new Twilight film. Early numbers are in - from the Yahoo site and from the box office - and it appears Twilight fans aren't just reading the books or watching the movies, they are also highly interested in online content related to Bella, Edward and Jacob.

by Kristina Knight

yah-twi.jpgBut your product or service or business isn't a film or book with a huge fanbase? There are still things you can learn from the Yahoo experiment.

Yahoo launched the Twilight channel November 14; when the film opened last weekend ticket buyers were lined up around corners waiting to get in. "The Twilight Saga: Breaking Dawn Part 1", according to Box Office Mojo was number one, earning $139.5 million, far and above "Happy Feet Two", which earned just over $22 million. While the new Twilight was breaking the box office, it was also raking in online attention.

The film's premiere, broadcast live on the Yahoo channel, resulted in more than one million streams from 160 countries; that is nearly double the live premiere for "Harry Potter & The Deathly Hallows Part 1" in 2010. Meanwhile, the sweepstakes, launched October 31, received more than 125,000 entries, more than 150,000 Facebook 'likes' and most entrants returned to play the instant win game twice.

What can be taken away from the Yahoo/Summit partnership? First, people want content. Not every product or brand has the built-in follow of a major book and film chain, but consumers want relevant, interesting content - and throwing a game in will likely bring them back again and again. Second, more and more consumers are finding the content they crave online - so push your content, interesting videos, ads or promotions through social media.

Tags: film content, online content, online video, Summit Entertainment, Twilight: Breaking Dawn Part I, video content, video trends, Yahoo

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