Industry insiders say the Twilight Saga has spawned one of the biggest movie cult- or, in this instance, clan-type following in movie history, attested to by the success of the NEW MOON promotion launched by Ster-Kinekor and mimoney: fans with a Ster-Kinekor NEW MOON movie ticket can stand a chance of being invited to a once-in-a-lifetime NEW MOON party taking place in Johannesburg at the end of January 2010. The party is being billed as one of the most exclusive movie parties ever staged locally, with entries flying in at a rapid pace.
According to Michael Bender, Ster-Kinekor Theatre's™ Group Marketing Executive: We've been amazed by the response so far. Already, without knowing any details, some Twilight fans have contacted us to say they've
booked their tickets from Cape Town to Johannesburg, and will camp outside the venue to make sure they can get to attend the event.
He explains that the promotion talks to fans in their own language across all their preferred communications channels, and embraces cutting-edge technology to deliver a unique and interactive experience.
Those in possession of an SKT NEW MOON movie ticket must SMS their name and SKT movie ticket number to 37491 and so enter the running for exclusive access to the highly sought-after event - leading up to the release of the 3rd movie in The Twilight Saga, ECLIPSE in June 2010.
There are also special limited edition poster sets and VIP tickets to the party up for grabs, by buying movie tickets via mimoney. Through the tracking of visitors who purchase their Ster-Kinekor movie tickets to watch NEW MOON with mimoney, members will be selected to receive VIP access to the event.
The compelling campaign delivered from an exciting platform that is engaging, intuitive and personable, drives all those, who are curious to learn more, to the custom-designed website. From the first point of entry, members can choose their side: Team Jacob or Team Edward.
The campaign employs all the special imagery and other visual elements from the movie throughout, including extending the visual experience to the website which will also be in continuity with the party experience.
By purchasing movie tickets to watch NEW MOON at Ster-Kinekor Theatres visitors are able to unlock the secret that awaits at www.bitemyapple.co.za.
The content-rich website has been built around technology that drives the Ster-Kinekor CRM programme including database registration, personalised communications and targeting of the loyal Twilight fans, in order to communicate with them in anticipation of the next 2 movies in The Twilight Saga ECLIPSE and BREAKING DAWN. The site allows for measurable interaction from the first point of entry and through advanced customer engagement, members feel part of a dedicated Twilight community.
Ster-Kinekor Theatres offers customers multiple booking and information gathering options, including online bookings either on your WAP-enabled cell phone, PC or by calling TicketLine 082 16789 (value added service rates apply), or book in cinema at the self service terminals (SSTs) or Box Offices.
