The Twilight Saga: Eclipse Premiere

A leading movie theater chain partnered with ChaCha to promote the midnight premiere of The Twilight Saga’s Eclipse. ChaCha mobile drove 23% increase in turnout for a test theater through award-winning location-based targeting.

23 % increased turnout for midnight premiere screening at test  theater versus control location

The Goal

Drive incremental attendance to test theater for the 2010 midnight premiere screening of Twilight Saga’s Eclipse using a control theater as a baseline.

The Solution

Eclipse ad copy was served through ChaCha’s interactive SMS platform for 6 days leading up to the premiere, with precise targeting parameters reaching only females, ages 13-30,  in Indianapolis ZIP codes & surrounding areas.

The Results

The test theater saw a 23% higher turnout than the control theater for the midnight premiere of Twilight Saga's Eclipse which equated to the test theater outperforming the control location by two additional sold-out screenings.

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