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MySpace may be quickly losing ground to Facebook in the social media wars, but the site still has a rabid base of young users, which is just the group the marketers of the Twilight films are hoping to target in the lead up to the premiere of "The Twilight Saga: Eclipse" later this month.

The creators of the Twilight trilogy filmed their sequels almost back to back in efforts to retain audience interest (and the youth of their young stars). And it looks like they got a jumpstart with their digital strategy as well.

Summit Entertainment has worked with Unicast to make sure that its multimedia trailers are in the right place at the right time. In addition to Facebook efforts and an official Twilight Saga: Eclipse Twitter page, Summit is hoping to reach potential viewers on MySpace with interactive display ads for the film.

The homepage roadblocks occupy the top banner area of MySpace and overfill the space with branded content. In addition to full length trailers that users can play, there are links to additional features, like more media, viewing party details and additional buzz. But the real sales hook for the studio comes in geotargeted links to ticket purchasing options and soundtrack purchase.

The soundtrack already debuted as number two on the Billboard albums charts, but the film has a high standard to meet. The series' first sequel, “The Twilight Saga: New Moon,” made an impressive $705 million in theaters last November.

Summit has tried a few tricks to keep interest going in the series. Though it's not too hard to keep fans involved. As you can see in this reaction video (keep the volume low), Twilight fans are not quiet about their love of the series.

With this film, they released the first trailer in theaters at the beginning of star Robert Pattinson's film Remember Me in March. Pattinson, along with the film's other stars Kristen Stewart and Taylor Lautner, has been all over Hollywood promoting the new film in the months leading up to its launch. Summit Entertainment also replaced illicitly leaked photos with approved images to keeps fans satiated. 

But the studio is clearly interested in using digital to fan the buzz flames. Geotargeting and Movie Finder formats allow users to buy theater tickets locally. They can easily post showtime information to social networks,  and download an iPhone app to view additional info and communicate with fans. Four rich media campaigns will be deployed on MySpace in addition to a livestream of the premiere there. But Summit is trying to hit all the social media bases. The film doesn't premiere until the end of June, and tickets are already available. This Eclipse Facebook page has over 21,000 likes and over 322,000 people are following Twilight on Twitter.

Fans of Twilight are already social about the series. Making it easy to share information and opinions about the film is good for business. By connecting fans with each other (and purchasing options), Summit is helping grow their fanbase (and potential box office.

Meghan Keane

Published 16 June, 2010 by Meghan Keane

Based in New York, Meghan Keane is US Editor of Econsultancy. You can follow her on Twitter: @keanesian.

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