HarperCollins Steps up Efforts in Mobile Marketing

Even Harry Potter couldn’t save the publishing industry from a precipitous decline in sales that has severely impacted the publishing world’s ability to perpetuate the type of success it has experienced in recent years (if not decades). As a result of desperation, some of the largest publishing houses in the world are looking into mobile …   Read More

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Even Harry Potter couldn’t save the publishing industry from a precipitous decline in sales that has severely impacted the publishing world’s ability to perpetuate the type of success it has experienced in recent years (if not decades).

As a result of desperation, some of the largest publishing houses in the world are looking into mobile marketing as a new way to introduce books and projects to the penny-pinched consumer.

Publisher HarperCollins is leading the way.

This week, the publishing giant announced a partnership with mobile marketing firm QMCodes to “introduce a 2D barcode scanning promotion.”

The promotion is designed, in particular, to push the upcoming title called L.A. Candy by Lauren Conrad, star of MTV’s The Hills.

The campaign will let consumers access L.A. Candy related content, such as video clips by downloading an application from HarperCollins’ mobile site (or by scanning a barcode on the novel, which was just released).

“Teens use their mobile phones for everything from texting to updating their Facebook pages,” Harper Collin’s Children’s Books president Susan Katz said.

“This is one more way we can offer them content to share with their friends.”

HC is already planning multiple mobile marketing campaigns for other hyped books later this summer.

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5 comments

  1. Antony McGreogr Dey

    We’ve seen some fantastic responses from this campaign and a few others we have executed on lately including Vampire Diaries and Super Freakonomics. Mobile is very complementary to the publishing industry and it’s a great way for fans to connect with authors and publishers.

    Antony McGregor Dey
    CEO
    QMCODES
    @antonymd

  2. Antony McGreogr Dey

    We’ve seen some fantastic responses from this campaign and a few others we have executed on lately including Vampire Diaries and Super Freakonimics. Mobile is very complementary to the publishing industry and it’s a great way for fans to connect with authors and publishers.

    Antony McGregor Dey
    CEO
    QMCODES
    @antonymd

  3. JR @ Verizon Ringtones

    I surprised it took them this long, mobile marketing seems to be the second coming, maybe even better than television. I am pretty sure that teens spend way more time on their cells than in front of the TV

  4. eydie

    Between this and the Kindle, mobile may become crucial to publishing’s survival.

  5. Amplify | Tin Can Communications® Newsroom » Sturggling publishers turn to mobile marketing

    […] Conrad’s “novel” L.A. Candy. Just imagine what’s next…Clipped from http://www.mobilemarketingwatch.comHarperCollins Steps up Efforts in Mobile MarketingAs a result of desperation, some of the largest […]

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