Notes from the mediascape: E1 Entertainment ‘eye-vertises’ Twilight

The DVD distrib used specially created contact lenses to promote the release of Twilight.

E1 Entertainment recorded its highest ever one-day sales for a single movie after promoting the DVD and Blu-ray release of vampire flick Twilight through eye-verts last week in the UK.

The promotion featured models made over to look like the film’s main character, a vampire heartthrob named Edward, wearing gold-coloured contact lenses to match the colour of his eyes. The vampire models visited UK shopping hotspots, and targeted female shoppers who gave them the eye by giving it right back, revealing the mini ‘eye-verts,’ which display the message ‘Twilight DVD’ written across the iris.