Since people have exceptionally short attention spans and would rather watch a movie than get into a book, Penguin created the book trailer campaign to make reading seem as interesting as watching a movie.
The campaign involved creating trailers for classic books and well-known authors, since some of the best movies end up being based off of books. These on-screen ads were played a movie theaters and outside, posters for books were placed beside movie posters, along with a place that people could scan to get an e-book instantly. Since these audiences are the ones who are spending their time watching movies rather than reading books, it's a clever way to get at someone who would enjoy similar content, since the book is almost always better than the movie.
What Makes This Trend Stand Out
- Book Trailer Campaigns
- Creating book trailers to make reading more appealing and engaging, targeting individuals with short attention spans.
- Cross-promotion
- Placing book posters next to movie posters and providing instant e-book access to capture the attention of moviegoers.
- Literature-based Movies
- Leveraging the popularity of movies based on books to generate interest in the original literary works.
Sectors Adopting This
- Publishing
- Incorporating book trailers into marketing strategies to attract a wider audience and revitalize reading habits.
- Film
- Exploring opportunities for cross-promotion with books and leveraging existing fan bases to increase book sales.
- Technology
- Developing instant access platforms and e-book scanning systems to create a seamless reading experience for moviegoers.
