Sept. 13th was Bella Swan’s birthday. Bella Swan is, of course, the heroine in the Twilight Saga series, the vampire-themed fantasy romance novels by Stephenie Meyer that have been adapted to film with the latest installment, Breaking Dawn, coming out on Nov. 18 starring Kristen Stewart and Robert Pattinson.
It is one of the most anticipated movies of the year, at least among the teenage set, and Fandango took the opportunity of Bella’s birthday to send out emailed ‘wedding invitations’ to Bella’s and Edward’s wedding in the upcoming flick. While they were at it, fans were also invited to buy advance tickets for the flick starting Oct 1.
All in all a clever bit of marketing by Fandango (although completely unnecessary as fans would line up for Breaking Dawn even if the marketing were limited to third-class direct mail flyers) that made effective use of the calendar to drive its message (come celebrate the milestone’s of Bella Swan’s wildly romantic life!). Fandango realized click-through rates of 57% for the campaign, Mediapost just reported, a huge uptick from the usual 1% to 2% CTRs campaigns usually realize.
Fandango was lucky: it had a no brainer of date – Sept. 13 was a Tuesday – and a fan base that would click on the email even if it arrived when being wheeled into emergency surgery.
Not all brands — few in fact — have such obvious signposts. And signposts are exactly what companies want as they plan campaigns down to the most minute detail. When to send that email – and increasingly Tweet. Tuesday, Wednesday? 10 am? 10 pm?
The marketing industry has a huge knowledge base – some of it based on studies, much of it anecdotal – about sending those emails and Tweets will result in sales conversions, or least more engagement on the part of the customer.
Well, whatever works for them! I actually think it’s kind of brilliant.