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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...