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.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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