Childrens' book publisher reaches readers via mobile

by Daniel Farey-Jones, Brand Republic 17-Aug-05, 07:00

LONDON - Mobile marketing applications have been extended to childrens' book promotion, in a US deal between HarperCollins Children's Books and Flytxt.

HarperCollins has set up the Meg Cabot Mobile Club to create an interactive relationship with young fans of the author of the same name.

Cabot has published more than 30 books for children, teens and adults. These include the 'Princess Diaries' series, which gave rise to two Disney films, and she has a book called 'Avalon High' due out in January 2006.

The club will offer fans and new readers sweepstakes, text-based trivia campaigns, screensavers and voice ringtones from the author. It is available on all major US mobile networks and fans can join by texting their date of birth and postcode to MEG11 (63411).

Flytxt, which has a New York office, sees the publisher as a perfect example of a user of its services according to Carsten Boers, co-founder and CEO of Flytxt.

"HarperCollins Publishers is the perfect type of company to implement a mobile marketing campaign, because it has an extensive amount of dynamic content that targets a younger, active on-the-go audience," he said.

HarperCollins is a subsidiary of News Corporation and has offices in the US, Canada, the UK and Australia.

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