Twilight’s success via books and film have been the perfect background for increasing awareness of the need for people to continue donating their blood.
The American Red Cross has already used the brand to increase blood donations near the end of 2008, and now with the upcoming release of Twilight on Blu-ray and DVD, Blockbuster and Hastings Entertainment are tapping into the anticipation by using the event to increase blood donations.
Blockbuster is offering a pint of ice cream in exchange for a pint of donated blood. Consumers can go to select Blockbuster locations to donate on March 20, 2009.
Twilight grossed close to $190 million at the box office, and was based on the highly popular book series authored by Stephenie Meyer.
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Ice Cream for Blood
Blockbuster's Twilight Blood Drive Sucks, Yet It's Sweet
Trend Themes
1. Increased Blood Donations - Opportunity for businesses to collaborate with charitable organizations and incentivize blood donations through creative promotions.
2. Brand Partnerships for Social Causes - Opportunity for brands to partner with popular movies or books to raise awareness and support for social causes.
3. Innovative Donation Incentives - Opportunity to explore unique incentives like offering ice cream in exchange for blood donations to attract more donors.
Industry Implications
1. Entertainment - Entertainment industry can collaborate with charitable organizations and leverage popular media to drive social impact.
2. Healthcare - Healthcare industry can explore unconventional strategies to increase blood donations and address the constant need for blood supply.
3. Food and Beverage - Food and beverage industry can find inventive ways to contribute to social causes and promote their products by offering unique incentives for donations.