The only way public could enter this invite-only party was via their Ster-Kinekor movie ticket for Twilight NEW MOON, which they had to register in order to stand in line for exclusive access to this exclusive event. Customers who bought their Ster-Kinekor movie tickets with mimoney received VIP access to the event.
These lucky "Twihards" were joined by the cream-of-the-crop when it comes to celebrities, VIP guests, socialites, media and other chic connoisseurs of nightlife in Gauteng. DJs Dino Bravo and Erica Elle (5FM) kept the party going strong in style until the early hours of the morning.
Apart from rewarding fans of Twilight NEW MOON, Ster-Kinekor Theatres also celebrated in anticipation of the release of the 3rd Twilight Saga movie, ECLIPSE, which is being released in South Africa around the end of June. "We wanted to deliver an experiential branding experience to our mimoney fans" says mimoney's Business Manager John Campbell. "The collaboration with powerful brands like Ster-Kinekor and the Twilight Saga made it possible to bring together all the elements of a spectacular blue carpet event, and the guests had a very good time."
Michael Bender, Ster-Kinekor Group Marketing Executive explains: "This very successful event goes to prove beyond a shadow of a doubt that, with the correct execution, any brand can utilize experiential marketing to deliver a brand on numerous marketing levels. For Ster-Kinekor, it proves that the 'movie experience' can extend outside the limits of four walls and a screen. Notwithstanding the affinity and brand building that was achieved with this project, the event has set a precedent in delivering marketing channels that can be both opportunistic and achieve 'benchmark' objectives."
Campbell continues: "We are convinced that there are many creative ways to build communities around a brand, and the Twilight Saga exclusive party, sponsored by mimoney and Ster-Kinekor Theatres, present exciting ways to generate brand awareness through a combined approach that involves social media, experiential events, multimedia content and the power of an online community to spread a message through viral or by word-of-mouth."
Join the bitemyapplecoza and Ster-Kinekor Theatres Fan Pages on Facebook to view images from the event.