'New Moon' Takes Over AT&T Mobile Devices

Twilight-themed ringtones, wallpapers, mobile games and sweepstakes will bite into teen handsets everywhere. AT&T's youth marketing group partnered with mobile product and service company 2ergo to create a The Twilight Saga: New Moon mobile site.Here, fans can download ringtones and answer tones from the movie's soundtrack, as well as full music tracks including Death Cab for Cutie's "Meet Me at the Equinox" and Anya Marina's "Satellite Heart." Participants can also play a Twilight game and download dozens of wallpaper images of characters including Edward Cullen (Robert Pattinson) and Bella (Kristen Stewart). AT&T is partnering with Hot Topic for a sweepstakes in which participants find clues and collect passport stamps for a chance to win a trip to Italy. Leading up to the movie's release, at least one of the daily clues will instruct participants to text a keyword to an AT&T number. A special URL will be sent back that will lead fans to a New Moon mobile site that only AT&T subscribers can visit. In 2008, AT&T spent $1.65 billion on advertising and has spent $876 million for the first eight months of 2009 (not including online ad spend), per Nielsen.The company's youth marketing team has devoted its Facebook page to the film and promotion, including a "Create Your Coven" Facebook quiz tied to the company's latest product offering, A-List with Rollover. The page will feature footage of an AT&T's "youth brand ambassador" that won a chance to interview cast members at a Los Angeles press junket, and another who acted as journalist at the film's red-carpet premiere in Hollywood."One of the great things about The Twilight Saga is that it appeals to a variety of target demographics for AT&T -- tweens and teens, college students, young adults and beyond," said Chris Schembri, vp of media services at AT&T. "We are excited to be able to reach moviegoers and fans of The Twilight Saga of all ages across our three screens -- wireless, PC and TV, and deliver unique opportunities like the chance to see an advanced screening of the film with a personal introduction from a cast member."See also: "Vampires Stake Their Claim Online"

Performance Marketing

'New Moon' Takes Over AT&T Mobile Devices

Alex Palmer

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Alex Palmer