The solution was a guerrilla idea to coincide with the launch of the latest Twilight movie, Eclipse.

The concept was to turn outdoor advertising models into vampire victims by simply sticking red dots onto their necks. On closer inspection, you could see that the dots were actually advertising the Twilight book saga with the campaign line - Get Bitten - to allude to the addictive nature of the series and the vampire theme.The main channel we used was to stick the dots on bus shelter ads and metrolites around the city where the new Twilight movie was playing as well as around girls’ colleges.We then seeded the idea through social media, mostly on Twilight fan sites, encouraging the target to create their own vampire victims.These channels worked well together, and with the idea taking off on relevant sites, there wasn’t an advertising model in Sydney safe from getting bitten.

The trend took off in social media, with fans of Twilight sticking their own red dots on outdoor advertising to create vampire victims everywhere. The audience engaged with the activity which helped increase awareness and talkability around the book series.