Report 2013 - Kelly Fagan HERE - Australian Publishers Association
Report 2013 - Kelly Fagan HERE - Australian Publishers Association
Report 2013 - Kelly Fagan HERE - Australian Publishers Association
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The Evolution of Marketing and Publicity Activities (cont.)<br />
3. Partnership with Twentieth Century Fox to increase reach and maximise publicity events. This partnership reached<br />
over 10 million Wimpy Kid fans through a pre-order campaign driven by the cinema and DVD release of the third<br />
and second Wimpy Kid movies respectively. Order messages and the new book’s cover were featured across<br />
Twentieth Century Fox’s nationwide film collateral on and offline. Flyers were placed in DVDs. A Jeff Kinney fan<br />
event was held in conjunction with a Diary of a Wimpy Kid: Dog Days film premiere, on publication of the new<br />
book. A ‘Wimpy Kid fun zone’ was created at a Westfield shopping centre on Sunday 2 December 2012, for fans<br />
to interact with the brand. Footfall to this one day event was 100,000 and Jeff Kinney signed copies of his book<br />
for three hours.<br />
4. Above the line activity: Puffin invested in a National Rail outdoor advertising campaign which began slightly before<br />
publication, reaching 3.3 million people. This was followed by a two week television advertising campaign on the<br />
Nickelodeon network, reaching over a million viewers.<br />
5. Online Activity: This included a dedicated Facebook page and Facebook promotions. Puffin devised a ‘Wimpy<br />
Kid Prom’ – a week-long publication party where fans could download exclusive freebies (content and prizes) and<br />
celebrate the book’s launch online. In total, Puffin reached half a million Wimpy Kid fans via 380,000 Facebook<br />
fans, 25,000 newsletter recipients and 100,000 registered online users. Trailer ads were also featured on tween<br />
gaming websites, and a dedicated website was created for teachers and librarians.<br />
Of course not every new release can be tied into an extraordinarily popular film franchise, but there are nevertheless<br />
some interesting lessons to be drawn from the campaign above. (Not least for other properties which do have cross<br />
media promotional opportunities – for example Game of Thrones, and big personality-driven non-fiction.)<br />
Author: <strong>Kelly</strong> <strong>Fagan</strong><br />
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