Report 2013 - Kelly Fagan HERE - Australian Publishers Association

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The Evolution of Marketing and Publicity Activities (cont.) 3. Partnership with Twentieth Century Fox to increase reach and maximise publicity events. This partnership reached over 10 million Wimpy Kid fans through a pre-order campaign driven by the cinema and DVD release of the third and second Wimpy Kid movies respectively. Order messages and the new book’s cover were featured across Twentieth Century Fox’s nationwide film collateral on and offline. Flyers were placed in DVDs. A Jeff Kinney fan event was held in conjunction with a Diary of a Wimpy Kid: Dog Days film premiere, on publication of the new book. A ‘Wimpy Kid fun zone’ was created at a Westfield shopping centre on Sunday 2 December 2012, for fans to interact with the brand. Footfall to this one day event was 100,000 and Jeff Kinney signed copies of his book for three hours. 4. Above the line activity: Puffin invested in a National Rail outdoor advertising campaign which began slightly before publication, reaching 3.3 million people. This was followed by a two week television advertising campaign on the Nickelodeon network, reaching over a million viewers. 5. Online Activity: This included a dedicated Facebook page and Facebook promotions. Puffin devised a ‘Wimpy Kid Prom’ – a week-long publication party where fans could download exclusive freebies (content and prizes) and celebrate the book’s launch online. In total, Puffin reached half a million Wimpy Kid fans via 380,000 Facebook fans, 25,000 newsletter recipients and 100,000 registered online users. Trailer ads were also featured on tween gaming websites, and a dedicated website was created for teachers and librarians. Of course not every new release can be tied into an extraordinarily popular film franchise, but there are nevertheless some interesting lessons to be drawn from the campaign above. (Not least for other properties which do have cross media promotional opportunities – for example Game of Thrones, and big personality-driven non-fiction.) Author: Kelly Fagan 20
What Does it Mean to Connect Directly with Consumers Accepting the fact that the retail and media landscapes have forever changed, and that a shift in focus is required from publishers – what does it mean to be a consumer-facing publisher in 2013 It seems the path to the reader has gone from this: 56 to something more like this: 57 56 Source: http://www.slideshare.net/EnhancedEditions/innovation-in-publishing-if-book-then 57 Source: http://www.slideshare.net/EnhancedEditions/innovation-in-publishing-if-book-then Author: Kelly Fagan 21
Page 1 and 2: A Very Long Engagement: how the new
Page 3 and 4: Overview With book marketing, every
Page 5 and 6: Key Findings 1. Differences/similar
Page 7 and 8: The Australian Retail Space In Aust
Page 9 and 10: An Australian book consumer benchma
Page 11 and 12: The UK Retail Space When I approach
Page 13 and 14: The UK Media Space (cont.) As in Au
Page 15 and 16: Marketing and Publicity Department
Page 17 and 18: The Evolution of Marketing and Publ
Page 19 and 20: The Evolution of Marketing and Publ
Page 21: The Evolution of Marketing and Publ
Page 25 and 26: What Does it Mean to Connect Direct
Page 27 and 28: Cross Industry Collaboration In thi
Page 29 and 30: Conclusion jThis report led me down

Report 2013 - Kelly Fagan HERE - Australian Publishers Association

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