"Prince Caspian" Gets Read It Before You See It Campaign

Mac Slocum
March 17, 2008 | Permalink | Comments (0) | Listen

HarperCollins has a new "read it before you see it campaign" attached to the upcoming theatrical release of "The Chronicles of Narnia: Prince Caspian."

The marketing program includes a Facebook profile and interactive game (see image above), Narnia trivia, contests, a Narnia widget that can be embedded on any Web site, and book information.

The Facebook and widget components are notable because they represent a clear effort to engage the target audience (kids) on familiar ground (social networks, blogs, etc.). Back in the day, a program like this would have been relegated to a microsite and maybe a few text ads. Now, the openness of Web 2.0 creates all sorts of new engagement opportunities -- both for companies and the audiences they seek.

(Via Shelf Awareness.)