04/03: HarperCollins first publisher to use SMS for launch of Mary-Kate and Ashley brand books
HarperCollins is the first publisher in the UK to use text messaging to promote a new book series from the Mary-Kate and Ashley brand. Mobile marketing agency Aerodeon has been retained by publishers HarperCollins support the launch of two new series of books Two Of A Kind and So Little Time from the Mary-Kate and Ashley brand, America's no.1 teen and 'tween brand.
The publishing programme will be launched on 18 March with six titles, four titles from Two of A Kind and two titles from So Little Time. More titles in each series will follow every two months for the next five years.
HarperCollins will harness the power of text messaging amongst 'tween and teenage girls with a drive to store - drive to buy campaign to coincide with the March launch. HarperCollins has entered into agreements with a major teen magazine to launch the text campaign, utilising their database of target girls aged 7-16 years old.
Jo Williamson, Senior Publicity Manager of CollinsChildren'sBooks, said of the campaign: "A text messaging campaign is the perfect way in which to launch the Mary-Kate and Ashley books and brand. 'Tween and teenage girls are prolific text messagers, so this campaign is a natural fit. It introduces them to the books via a medium with which they are comfortable and which is very much part of their everyday lives."
"This text messaging campaign is a truly pioneering innovation within the UK publishing industry and a landmark achievement for HarperCollins. We believe the activity will lead to a far greater use of text Messaging for future book promotions targeting this age group."
The Mary-Kate and Ashley brand is the biggest 'tween and teen brand in American history and the global influence of the Mary-Kate and Ashley brand is growing rapidly. The television shows Two of a Kind and So Little Time are currently broadcast in 57 countries, and the Mary-Kate and Ashley brand videos, dolls and video games are available in worldwide markets. Described in The Hollywood Reporter as The Most Powerful Young Women in Hollywood, Mary-Kate and Ashley look certain to take the U.K. by storm.
The Hollywood Reporter also recently honoured Mary-Kate and Ashley on the Power 100 list, as two of the most powerful women executives in Hollywood, joining studio heads, network presidents and mega stars (all of whom are 20 years or more older than Mary-Kate and Ashley). Mary-Kate and Ashley inspire, influence and empower girls everywhere.
Text message is currently so pervasive in the lives of teenagers that brands have been able to build up text clubs with between 30,000 - 40,000 members. According to NOP research, 7-16 year olds were sending 12m text messages a day. The next stage of SMS marketing is according to Andrew Jones, founding partner of Aerodeon "going to be more chatty and therefore an essential part of the crm mix."
Notes for editors
Aerodeon is the UK’s leading wireless marketing agency specialising in the youth market. Aerodeon was the winner of the Marketing Connections Wireless Marketing Award for 2000 and the Grand Prix and were awarded in a further three category's at the 2001 ceremony.
For further information please contact:
Andrew Jones 020 7629 0089
andrew.jones@aerodeon.com
The publishing programme will be launched on 18 March with six titles, four titles from Two of A Kind and two titles from So Little Time. More titles in each series will follow every two months for the next five years.
HarperCollins will harness the power of text messaging amongst 'tween and teenage girls with a drive to store - drive to buy campaign to coincide with the March launch. HarperCollins has entered into agreements with a major teen magazine to launch the text campaign, utilising their database of target girls aged 7-16 years old.
Jo Williamson, Senior Publicity Manager of CollinsChildren'sBooks, said of the campaign: "A text messaging campaign is the perfect way in which to launch the Mary-Kate and Ashley books and brand. 'Tween and teenage girls are prolific text messagers, so this campaign is a natural fit. It introduces them to the books via a medium with which they are comfortable and which is very much part of their everyday lives."
"This text messaging campaign is a truly pioneering innovation within the UK publishing industry and a landmark achievement for HarperCollins. We believe the activity will lead to a far greater use of text Messaging for future book promotions targeting this age group."
The Mary-Kate and Ashley brand is the biggest 'tween and teen brand in American history and the global influence of the Mary-Kate and Ashley brand is growing rapidly. The television shows Two of a Kind and So Little Time are currently broadcast in 57 countries, and the Mary-Kate and Ashley brand videos, dolls and video games are available in worldwide markets. Described in The Hollywood Reporter as The Most Powerful Young Women in Hollywood, Mary-Kate and Ashley look certain to take the U.K. by storm.
The Hollywood Reporter also recently honoured Mary-Kate and Ashley on the Power 100 list, as two of the most powerful women executives in Hollywood, joining studio heads, network presidents and mega stars (all of whom are 20 years or more older than Mary-Kate and Ashley). Mary-Kate and Ashley inspire, influence and empower girls everywhere.
Text message is currently so pervasive in the lives of teenagers that brands have been able to build up text clubs with between 30,000 - 40,000 members. According to NOP research, 7-16 year olds were sending 12m text messages a day. The next stage of SMS marketing is according to Andrew Jones, founding partner of Aerodeon "going to be more chatty and therefore an essential part of the crm mix."
Notes for editors
Aerodeon is the UK’s leading wireless marketing agency specialising in the youth market. Aerodeon was the winner of the Marketing Connections Wireless Marketing Award for 2000 and the Grand Prix and were awarded in a further three category's at the 2001 ceremony.
For further information please contact:
Andrew Jones 020 7629 0089
andrew.jones@aerodeon.com
