Ice Cream for Blood Edit
Blockbuster’s Twilight Blood Drive Sucks, Yet It’s Sweet

Twilight’s success via books and film have been the perfect background for increasing awareness of the need for people to continue donating their blood.

The American Red Cross has already used the brand to increase blood donations near the end of 2008, and now with the upcoming release of Twilight on Blu-ray and DVD, Blockbuster and Hastings Entertainment are tapping into the anticipation by using the event to increase blood donations.

Blockbuster is offering a pint of ice cream in exchange for a pint of donated blood. Consumers can go to select Blockbuster locations to donate on March 20, 2009.

Twilight grossed close to $190 million at the box office, and was based on the highly popular book series authored by Stephenie Meyer.

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