Media Road Test: Twilight - New Moon

- What's new?

The second instalment in the Twilight film franchise follows smoothly on from the first, full of smouldering looks from vegetarian vampire Edward, played by Robert Pattinson, and pained adoration from the lovelorn Bella (Kristen Stewart). Matters are complicated by the introduction of Werewolf Jacob, played by Taylor Lautner, who begins to attract Bella's attention.

- What's in it for viewers?

The Twilight films and books have a dedicated following which has resulted in a vast amount of interactivity within the marketing of the new film. There has been extensive online coverage, much of it fan-generated.

- What's in it for advertisers?

Volvo will forever be associated with the vampires of Port Oregon after its handling of product placement in the film, although, having been written into the original novels by Stephenie Meyer, the brand has been able to credibly promote its involvement and gain fresh appeal to a younger audience. The placement of Virgin Atlantic was less successful. An ad-style shot of an aircraft in flight did more to disrupt the fantasy of the film than to promote the brand.

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