HarperCollins Children's Books announces the launch of its "Read It Before You See It" global digital campaign for C. S. Lewis' THE CHRONICLES OF NARNIA series.
The massive Web presence focuses attention on the seven books in the series as a lead in to the Walt Disney Pictures and Walden Media release of THE CHRONICLES OF NARNIA: PRINCE CASPIAN film on May 16.
HarperCollins and online agency Special Ops Media (www.specialopsmedia.com) are taking Narnia to where the readers live-online, working together to create a viral campaign that takes a 50-year-old classic brand to Web 2.0.
Extensive promotions on Facebook and MySpace, a custom Prince Caspian widget and "Enter to Win" consumer contests are among the Web 2.0 initiatives that will reach new and existing fans of Narnia in interactive ways, presenting an enhanced look at the beloved world that is Narnia.
The Narnia "Read It Before You See It" campaign includes:
*Extensive promotion on social community sites Facebook and MySpace; including profiles for Prince Caspian and Narnia.
*A custom widget for MySpace with streaming daily content: movie info, trivia quiz and a countdown clock.
*A special application for Facebook: the Narnia Trivia Challenge that will use new technology. Fans can "join the battle" with Prince Caspian as one of their favorite Narnians, answer up to 100 questions, unlock unique content, and challenge a friend to beat their score.
*"Read It Before You See It" dedicated microsite, www.harpercollinschildrens.com/Narnia, features a sweepstakes, games, information about the books, author and illustrator.
*"Read It Before You See It" "Enter to Win" consumer contest (March 11-April 11). Grand Prize: two tickets to the New York City premiere of PRINCE CASPIAN the movie. First Prize: A Narnia treasure chest filled with Narnia books, games, toys, plush, costumes. Second Prize: A complete library of PRINCE CASPIAN movie tie-in books. Third Prize: A CHRONICLES OF NARNIA: PRINCE CASPIAN Wii video game.
*Online advertising on nick.com and nickjr.com (1,080,000 impressions).
*NeoPets.com interactive game: "Which character are you?" for kids on NeoPets.com with advertising and links to the microsite, trailer and special features.
*Multiple partnerships with major online portals beginning with Yahoo! Kids (4 million unique visitors each month) to feature e-cards from the Pevensie children, and KOL, the kids division of America Online, (1.2 unique visitors each month) which will offer a read-a-long of a chapter a week with prizing.
In 2005, THE CHRONICLES OF NARNIA: THE LION, THE WITCH AND THE WARDROBE film was a huge success, earning more than $750 million worldwide, second only to STAR WARS: REVENGE OF THE SITH as the top box office that year.
Disney's own research showed that the Narnia books were clearly a major driver of ticket sales -- with the release of the movie HarperCollins sold more than 17 million units in the U.S. alone.