Video from the film's L.A. premier attracted more than 1 million visitors over two days.
As the makers of The Twilight Saga: Breaking Dawn – Part 1 revel in their $140 million opening weekend, Yahoo is crowing about the numbers for its multiplatform promotion of the blockbuster film.
The centerpiece of the promotion, a live stream from the red carpet of the movie's Los Angeles premiere on Yahoo Movies, attracted more than 1 million visitors from 160 countries over two days, making it the largest simultaneous audience for a live movie premiere in Yahoo history, according to the company.
Yahoo Movies also hosted content from the film throughout the week and raffled off a Volvo sports sedan similar to the one that the character Edward Cullen, played by Robert Pattinson, drives in the film. That content represented an additional four million streams, with about 10 percent coming from mobile devices. The Volvo sweepstakes drew 125,000 entries, with the average registrant coming back 2.5 times to play the daily instant win game.
The second largest audience for a live movie premiere in Yahoo history belonged to the Harry Potter & The Deathly Hallows Part 1 premiere in 2010, which attracted about half the audience.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.