Nordstrom Twilight Creative Campaign Strategy
Nordstrom was an official sponsor for The Twilight Saga: New Moon (2009) and The Twilight Saga: Eclipse (2010) blockbuster teen movies. I was the lead digital creative, concepting, writing, editing and strategizing digital content that included styling tips from both our in-house merchandisers and BP. Fashion Club members, shopping guides, a video series and a nationwide sweepstakes that celebrated Twilight superfans.
I was recognized with a Nordstrom Spotlight Award for my work on The Twilight Saga: New Moon campaign and microsite.
The Challenge
Nordstrom was an official retail sponsor of the Twilight movie franchise, with a line of exclusive clothing, accessories and cosmetics devoted for the film and book franchise’s fans. How could Nordstrom create digital and real-world experiences that would turn Twilight super-fans into Nordstrom super-fans – while staying true to the Nordstrom brand?
The Strategy
Put fashion first and fans into the story, creating multiple opportunities for them to immerse themselves in the world of Twilight, from digital to in-store experiences.
The Twilight Saga: Eclipse campaign initial creative concept
The Solution
Total Twilight Immersion. I created concepts, strategies and content for multi-channel marketing campaigns, including: A microsite featuring stylish Twilight fans to promote the fashion line; nationwide in-store appearances by Twilight actors; a Comic-Con 2009 New Moon video series; Twilight Takeover Parties where lucky fans could style themselves in the fashion line; and a sweepstakes to win tickets to advance screenings of the movies. I even wrote copy for best-selling The Twilight Saga: New Moon T-shirts, such as "Bet You Can't Read My Mind."
Nordstrom partnered with media outlets like MTV and InStyle to push the clothing line and supporting live promotions.
The Results
Fans lined up in droves for a chance to meet and greet the screen stars of Twilight at Nordstrom stores around the country. Meanwhile, the line of Twilight-inspired merchandise flew off the (virtual and actual) shelves. The campaign gave Nordstrom’s BP. junior department sales a boost by connecting with young Twilight fans and increased traffic to Nordstrom.com.
Roles:
Concept & Creative Campaign Development
Content Strategist
Editor
Copywriter