Penguin's Book Trailer Campaign Makes Literature as Epic as Movies
Laura McQuarrie — September 4, 2014 — Marketing
Since people have exceptionally short attention spans and would rather watch a movie than get into a book, Penguin created the book trailer campaign to make reading seem as interesting as watching a movie.
The campaign involved creating trailers for classic books and well-known authors, since some of the best movies end up being based off of books. These on-screen ads were played a movie theaters and outside, posters for books were placed beside movie posters, along with a place that people could scan to get an e-book instantly. Since these audiences are the ones who are spending their time watching movies rather than reading books, it's a clever way to get at someone who would enjoy similar content, since the book is almost always better than the movie.
The campaign involved creating trailers for classic books and well-known authors, since some of the best movies end up being based off of books. These on-screen ads were played a movie theaters and outside, posters for books were placed beside movie posters, along with a place that people could scan to get an e-book instantly. Since these audiences are the ones who are spending their time watching movies rather than reading books, it's a clever way to get at someone who would enjoy similar content, since the book is almost always better than the movie.
Trend Themes
1. Book Trailer Campaigns - Creating book trailers to make reading more appealing and engaging, targeting individuals with short attention spans.
2. Cross-promotion - Placing book posters next to movie posters and providing instant e-book access to capture the attention of moviegoers.
3. Literature-based Movies - Leveraging the popularity of movies based on books to generate interest in the original literary works.
Industry Implications
1. Publishing - Incorporating book trailers into marketing strategies to attract a wider audience and revitalize reading habits.
2. Film - Exploring opportunities for cross-promotion with books and leveraging existing fan bases to increase book sales.
3. Technology - Developing instant access platforms and e-book scanning systems to create a seamless reading experience for moviegoers.
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