The campaign has been created by Jam, the digital PR agency which coped with the legions of passionate 'Twilight' fans -- about a romance between a vampire and a high school student -- when the first book was adapted for the big screen last year.
The promotion is being run on Yahoo! and has already been featured on popular teen sites such as Mizz, Sugarscape, Bliss and More. Jam has used the 'Twilight' Bebo profile to raise awareness of the DVD, as well as an army of the film's fans, who spread the word by peer-to-peer blogging and video sharing.
Louise Brennand, an account manager at Jam, said: "Working on Twilight has been a real eye-opener for us. It's rare in a movie campaign to get so close to the fans but with this film, they are a huge force in its commercial success -- never under-estimate the power of the teen consumer."
'Twilight' is the film adaptation of author Stephanie Meyer's vampire romance novel and the first in a four-book saga. The sequel to Twilight is called 'New Moon', and is being filmed in Italy at the moment. It is due out in November this year. The DVD is released by E1 Films.