Twilight the book, Twilight the movie, Twilight the brand: PR for franchise success (Part 1)

Robert Pattinson and Kristin Stewart        AP Photo

The Twilight brand from the book to the movie to the vampire-human lifestyle to the characters Edward and Bella to the Hollywood stars Robert Pattinson and Kristen Stewart -- it's all a hit! Twilight is here, there and everywhere and has been a franchise favorite since the hardback book hit in 2005.

According to Larissa Faw, the editor of Youth Markets Alert, a trade publication that provides insight and research on kids and teens, the Twilight saga success is no surprise. As editor of the leading periodical known for spotlighting emerging trends and brand franchises, including the Twilight series, Facebook, and the Jonas Brothers, Larissa Faw has seen it all and believes the Twilight brand, franchise, saga works because it fits into the nooks and crannies of the demographic (teens) and the buyers (parents).

As the Twilight cast prepares for bringing the second book, New Moon, to the big screen, Larissa Faw offers her top reasons-part 1 for the immense success of the Twilight brand and series:

The story is relatable, yet mired in fantasy. What girl doesn’t dream falling in love with the bad boy who
really is a softie inside? 

It’s edgy, but not too edgy. Twilight is the perfect antidote or graduation from those bubble-gum, upbeat, pink-infused Disney franchises such as High School Musical and Hannah Montana. Similarly to Harry Potter, the series grows along with its readers by introducing more adult-themes with each sequential novel (or movie).

The franchise is mom-friendly. Twilight encourages teens to read. What mom wouldn’t support that? Also, Twilight’s epic, yet complicated love story is much more amenable to a mother’s wallet than franchises, such as Gossip Girl or the A-List, that feature overt materialism and drug usage.

Twilight’s appeal spans beyond just teen girls. It has avoided the “young adult” label, thus allowing older consumers to enjoy it without feeling they are reading a “teen” book. The werewolf/vampire/sci-fi element helps to ensure that boys aren’t ridiculed for being fans.

Read Part 2 of the franchise success. To read why Twilight is so successful from a teen viewpoint and see slide show -- click here.