Smells Like 'Tween' Spirit

Friday night I helped orchestrate a midnight DVD release party for "Twilight" at the Blockbuster in West St. Paul. I knew the movie had some built-in appeal among the tween demo. I had no idea how much appeal. More than 300 screaming fans showed up at the Robert Street store to play Twilight trivia, win merchandise and be the first to own or rent the teenage vampire film. We promoted the event heavily on Facebook, KDWB and the other local media, and tied in with the American Red Cross and Edy's Ice Cream ("Give a Pint, Get a Pint"). But I believe we could have just stood on the street corner with an 8x10 of Edward (Robert Pattinson), and generated the same response.There's a marketing lesson in there somewhere. And if my ears ever stop ringing, I may figure it out.