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Barnes & Noble Targets Pinterest Users in Holiday Nook Video

  |  November 30, 2012   |  Comments

The latest YouTube video from Barnes & Noble's Nook targets scrapbookers and/or Pinterest users to promote new device features.

Nook Media, the joint partnership between Barnes & Noble and Microsoft, is appealing to scrapbookers and/or Pinterest users with a holiday video, Dear Santa, that promotes the Nook Catalog and Nook Scrapbook features on its Nook HD and HD+ devices.

Nook Catalog and Nook Scrapbook were introduced with the devices when they launched on September 26.

As the name implies, Nook Catalog offers browsing and shopping through catalogs from retailers like Pottery Barn, L.L.Bean, Frontgate, Garnet Hill and Harry & David. New catalogs are delivered directly to the devices, enabling customers to virtually flip through pages, tap on products for more information and make purchases.

In a similar vein, Nook Scrapbook enables users to rip and save pages in a personalized collection along with other chosen pages saved from catalogs and magazines.

Uploaded to Nook's YouTube page on Monday, the Dear Santa video has 4,600 views. Along with another Nook HD spot, the Dear Santa ad is scheduled for more than 1.2 billion impressions on TV as well. It also began airing on Monday.

The ad features a young girl and her mother looking at American Girl magazine on Nook HD. The mother clips and saves items as they assemble a wish list. After the mother walks away, the girl starts using the device on her own and flips through magazines and catalogs to create her own Nook Scrapbook.

According to a press release, the spot will be targeted to reach Pinterest users who are interested in scrapbooking.

Nook's Pinterest page has 15 boards, 142 pins and 3,000 followers. Boards include Top Nook Kids Books and Books to Talk About.

This is Barnes & Noble's only presence on Pinterest. A Barnes & Noble rep says the Nook page launched within the past six months.

Another rep says, "We are currently not active on Pinterest, but plan to explore Pinterest integrations in the future."

Of the Nook features, Glenn Kaplan, creative director at Barnes & Noble, says, "This is the kind of capability that in the age of Pinterest is perfect for our customers. The commercial is a simple demonstration of how people can use Nook to go and find the things they love and make into their own highly personalized collection."

According to Kaplan, Barnes & Noble refers to its target customer internally as "Julie," a wife, mother and homeowner.

"When you think about who the customer is at Barnes & Noble and who really buys books in this country and who drives reading choices in the family, it's a woman like Julie," Kaplan says. "There are lots of other people out there, too, but for marketing focus, it helps us to narrow it down."

Dear Santa was developed by Barnes & Noble with advertising partner Mullen and directed by Todd Field of the production company Smuggler, with visual effects by Logan NY.


Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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