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Scholastic unveils marketing campaign for DH
Early this morning, Scholastic announced "There Will Soon Be 7," a multi-million dollar marketing campaign for the seventh and final book. Deathly Hallows will hit shelves on July 21st, with a record-breaking print run of 12 million copies, breaking the previous record set by Half-Blood Prince (10.8m).
"There Will Soon Be 7" launches on April 17th and includes the following:
"There Will Soon Be 7" launches on April 17th and includes the following:
- 7 Questions of Harry Potter campaign - Beginning on April 17 and ending on July 7, 2007, Scholastic will release one question every two weeks. These are the big questions fans debate at great length online, at book clubs and in everyday conversations, and that they hope J.K. Rowling will answer in this final installment. The questions will be posted on scholastic.com and released through advertising and publicity outlets.
- Knight Bus National Tour - On June 2nd, exactly seven weeks prior to publication, a touring Knight Bus based on the unique vehicle in the Harry Potter books will take off from New York City and travel to 40 libraries in 10 major metropolitan areas across the country. In each location where the bus stops, fans will be invited to visit the Knight Bus and share on video their thoughts and feelings about the Harry Potter books. Select video clips from each location will be uploaded for viewing and sharing on www.scholastic.com/harrypotter
- Retail Promotions - Scholastic will send "There Will Soon Be 7" table-top easelbacks and millions of collectible bookmarks to retail accounts and libraries throughout the country. Both the easelbacks and the bookmarks will feature one of the seven questions as each is released. Between June 2nd and July 7th, "There Will Soon Be 7" countdown standees (a five-foot corrugated promotional piece featuring Harry Potter and the Deathly Hallows cover art and a countdown to July 21st feature) will land in retail accounts and libraries. And finally, to celebrate the big day, Scholastic will distribute numerous tattoos for giveaways at what is sure to be a record number of Harry Potter midnight parties.
- www.scholastic.com/harrypotter - Scholastic's online marketing campaign launches on April 17th. In addition to a desktop alert, downloadable poster printouts, bookmark printouts, and updated Wizard Challenge questions, the site will include the following:
- Shrieking Shack Poll - This will invite fans to vote for their favorite answer to each of the seven questions of Harry Potter, and lead them to the Discussion Chamber Message Boards where they can converse with other fans.
- 7 Word Review - Fans can review their favorite Harry Potter book in seven words or less, and all can vote for their favorite.
- Knight Bus Tour Tracker - On June 1st, the site will launch the Knight Bus Tour Tracker as well as Knight Bus Blogs and Videos.
- Book Release Party Finder - This online guide will list various retailers' midnight parties nationwide searchable by zip code, city, and state, so fans can find a celebratory party to attend in their community.
- Advertising - Scholastic's national advertising campaign, based on the theme "There Will Soon Be 7," will appear on electronic billboards, online, and in print media nationwide beginning in April.
You can see the full press release here.
Posted by Ben on Mar 14th |
134 Comments
Visitor Comments
aaaaaaaaaahhhhhhhhhhhhhhh hhh!!!! I SHALL NOT BE SICK ON JULY 21st!!! I also think its the night of my team's annual summer meet, but oh well. ill go after!!!
oh. and I forgot. when you go into barnes and noble or wherever to get your book, if you ask for one of the empty boxes for the books, they'll probably give you one!!! i got one for the HBP. sweetest box ive ever owned.
*tear*
ch, I wish I could go to the midnight parties, but I might be out of the country for july...(Luckily we will return on the 21!)
Nice idea... I hope the Knight Bus goes to St. Louis, I live in southern Missouri and that's proabably the only chance I'll get to see it.... It sucks living in the Ozarks.
what a neat idea!
They probally didnt need to promote it that much, but I dont really care, because it's going to make me more excited.
Marketing? They need to SELL this? Chortle...
Sweet! I'm going!!! This is going to be the BEST SUMMER EVER!
I agree with you in some ways Hesper! Im still waiting for Mugglenet or Leaky to confirm these theatrical trailer descriptions that are online! Are they true?!?!
guess this goes to prove how retarded you americans really are.
wtf??? What do you mean by that EnglishR0se?
That's pretty much 100% amazingly cool. =D
I hope I get one of the 12 million copies. If I don't I'll go crazy. Like pigwidgeon! lol
April 17th is my new "I cn't wait for it" date. I love the hype. It gives me something to dwell on while I twidle my thumbs and get antsy about the seventh book. So excited!
I'm scared, is 12 mill enough?
I think it's quite cool, I wonder if Bloomsbury will do anything? I wouldn't mind , all i wanna do is read the book and then read it again! :) I live in Edinburgh, and it's never been, and wasn't from two years ago, that much of a maddness in the city, when it was done at the castle! But that doesn't mean we aren't waiting with baited breathe, it might mean we're more laid-back about it! :P Sounds FUN though and that's what its all about! x
i cant waitttttttttttttttttttttt ttttttttttttttttttt
YaY! I wanna ride in the Knight Bus! it would be really funny if Stan Shunpike was on it!
Don't worry about it Dragon_queen4ever, everybody around the world hates us. In countries without some sort of democracy they hate us for our freedom, and in the others they hate us because they look at all the idiots in America and notice how stupid we are, but they don't look at the good things about us. I don't know what's so stupid about this? iIm guessing it's the fact their spending a lot of money on promotion, when they really don't have too. I guess that;s because it's the last book and they feel they need to go all out fore it.
Although it all seems like so much fun, spending millions of dollars on tattoos and bookmarks? x) As if fans are not excited enough... extra marketing isn't really needed. Even with the tattoos and bookmarks and questions, I'm sure that DH will sell the same number of copies anyway. :D
awwwww!!!! i wish i was in the U.S.A. CANADA STINKS!!!!!!!!
HPBrad16, I agree that people should stop bashing America. But I feel that I have to mention that American freedoms are slowly disappearing. Pres Bush took away practically all the rights promised to us in the Constitution. Habeas Corpus, our privacy, right to bear arms, et cetera, et cetera. I feel that America is slowly and subtly becoming a Totalitarian country. Read '1984' by George Orwell for more information. Big Brother is watching you...
that sounds so cool! their ideas seem cool too, wow so much $$moneyy$$ lol
I don't get why they are doing this...harry potter is already the best thing in the world..they don't need all these promo's. but the question thing sounds cool.
Looking forward to this very much!
Quiscalus, this probally isnt the place to discuss this, but those are some interesting thing's you pointed out. I've heard of the book before, but never looked into. i'm currently re-reading the HP books and finishing up Angels & Demons, so when I'm done I'll have to check it out.
HPBrad16, I know it isn't the place to discuss it. But I couldn't help but point it out. I have a love/hate thing with politics. Is 'Angels and Demons' any good? Because I've sorta run out of books to read. (My mom banned HP during the school time: she says it distracts me from my school work. Whatever.)
Woot! It's going to be one heckuva summer! (^^)
yeah, it's really good. I've finished the other 3 Dan Brown book's, and Da Vinci Code and Deception Point were great. Right now Angels and Demons is getting to that point, or even better. I'd suggest checking some of his books out, or Dean Koontz, he writes some good thrillers.
whoa!!! what's the point of all that jazz? everyone knows about book 7 coming out lol! but i'm not complainging... the more free book 7 stuff the better! oh and if anyone's interested: 12 million copies of DH=(about) 1 copy for every 24 people that's TON lol!!
Considering what this report revealed, it sounds like Scholastic is really going to attempt this market book with a rabidness rarely seen in the publishing. We have to ask ourselves, though: Is it really necessary? ;)
i hope the night bus comes to cedar bluff al!!!!!!!!!!!
God, it's really happening, guys. The end really is near.
i hope the knight bus comes to cedar bluff al!!!!!
Aww, The bus won't be coming my way. We're not exactly a well known area. No one even knows where my town is, even when they're from the same state as me....we did get the Hersheys Kiss truck at the Wal-Mart down the street from me though ^_^
That's so cool and it starts on my b-day that's pretty sweet!
Awl I'm getting sad now. I don't want it to be over =/
so i hope you all know that this means the cover design should be released anytime in the next month... they cant promote the book without the cover image.... the 5 foot countdowns at the bookstores last year had the cover design on them. i cant waiiiiit.
^^^ i mean last time for HBP, not last year. and Quiscalus 2 i agree with you about big brother. and it really annoys me that EnglishR0se 4 is....well annoying. you dont have to go and insult americans. dont blame the american people blame our leaders... not all americans are how you think. and dont use the amount of money we spend on promoting harry potter as an excuse to call us stupid. not all of us are.
RKRK1313, good point. I didnt think of that. That's what I've been waiting for too.
AAAGGGHHHHHH!!!!!!!! The Knight Bus !!! Come to L.A. !!!!!!!!!!!!!!
i just saw this on the news, actually. sounds pretty intense.
SO excited.
omg yaaay. the knight but better come by chicago.. it has to! :D
i am excited. ooooooooooooooooo. i absolutly hate the stupid slogan though. it sounds really dumb. i am looking forward to the questions though. ya. u huh.
yay! sounds cool CANT WAIT FOR JULY
I CANNOT WAIT UNTIL THIS BOOK COMES OUT !!!!!!!!!!!! YAY!!!!!!!!!!
The knight bus has to come to pennsylvania . . . if it doesn't i will have to persuade my mom to drive me to wherever it's gonna be. the questions look like they r gonna b awesome too. CAN'T WAIT!!!!!!!!!
DOES ANYONE KNOW WHATS UP WITH THE DH COVER CONTEST?
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