Posted by John Kenny, Director of Strategic Planning, Draftfcb Chicago, and Katie Halpern, Associate Strategic Planner, Draftfcb Chicago
Today marks the release of The Twilight Saga: Breaking Dawn (Part 1) in national theaters. As the nation recapitulates to Twilight fever, we decided to tap into the hubbub and gather some consumer truths.
Twilight Saga fans are pretty darn serious about picking sides in the Team Edward - Team Jacob conflict. (Fair-weather fans are about as common as garlic cloves in a vampire’s pantry.)
So Draftfcb partnered with Likester to pull apart the very real differences between Edward and Jacob sympathizers. Using Facebook as a barometer of cultural trends, we can see clear differences in the pages that members of Team Edward and Team Jacob groups “like.”
Team Edward: emo drama queens. Team Edward recognizes the 104-year-old vampire as the Romeo of the Twilight Saga. He tries to corral his love for Bella—a love so overpowering and star-crossed that he risks inadvertently causing her death. As Romeophiles, Edward fans watch 10 Things I Hate About You, appreciate saccharin Disney’s Fairy Tale Weddings & Honeymoons, and listen to highly romantic music like Jesse McCartney’s.
Edward becomes a stubborn master of self-restraint, and escapes to the fringes of society as a loner. His fans respect individual discipline, like equestrians and Apolo Anton Ohno. Most of all, Team Edward fans seek drama of the most angst-ridden, brooding sort: Lifetime Original Movies, Criss Angel, mainstream gothic-wear at Hot Topic, and they “Love the Sound of Pouring Rain Showers & Thunderstorms.”
Team Jacob: happy-go-lucky pranksters. If Edward is Romeo, Jacob is Mercutio: witty and fun-loving. He is singlehandedly responsible for lifting Bella out of a deep (Edward-induced) depression, and is beloved by his wolf-pack friends. Team Jacob identifies with quirky, upbeat gals: Mary Poppins, Flo (the Progressive Girl), and Taylor Swift.
But, like Mercutio, Jacob’s good nature is complicated by hotheadedness. Where Edward maintains a steady obsession, Jacob harbors volatile heat. Team Jacob swoons over tempestuous heroes—like the reckless Green Hornet and a rags-to-riches heroine in When in Rome. His fans are hedonistic thrill-seekers, reveling in Six Flags, Pop Rocks, and Ke$ha.
Twilight groupies show an extreme appreciation for resolve and commitment. So a word to the wise: don’t try to convert any fans to the opposing side!