HarperCollins Taps SMS to Promote Children's Novels

  |  August 10, 2005   |  Comments

An aggressive mobile push for Meg Cabot's upcoming books will be a test bed for future investment in the channel.

HarperCollins has begun an aggressive text messaging program to promote upcoming children's novels by The Princess Diaries author Meg Cabot.

The publisher will send a variety of content and promotions via SMS to Cabot fans who join the Meg Cabot Mobile Club via the author's Web site. The club is promoted via an extensive online media buy.

Mobile marketing enabler Flytxt will support the program, which includes text-based sweepstakes, trivia, screensavers and "voicetones" from the author.

Harper Collins will market the program on the big five carrier decks and via display ads on sites including thewb.com, seventeen.com, teenpeople.com, ellegirl.com and cosmogirl.com. Ads will appear during August and September.

"We're hoping for a big pass-along when teens go back to school," said James McKenzie, director of online marketing for HarperCollins Children's Books.

MegCabot.com gets 50,000 unique visitors a month, and the Cabot author tracker email newsletter, a service that notifies opt-in users when favorite authors publish new titles, has 30,000 subscribers. In addition to The Princess Diaries, Cabot writes the All American Girl series and the upcoming Avalon High. She also authors books for the adult market.

Depending on the success of the program, the publisher may expand its mobile content buffet to include deeper content, including snippets from the books or an outgoing message from Cabot. HarperCollins is aggressively experimenting with mobile marketing, McKenzie said, and is even considering delivering original content to mobile phones.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...