Barnes & Noble Launches National Advertising Campaign for NOOK Simple Touch™ with GlowLight™ The World’s Only E Ink® Reader Made for Bedtime Reading
Demand for Hottest New eReader in the Market Exceeding Expectations
Company Quickly Ramping Production to Fill Orders and Ensure Stores are Stocked
New York, NY– May 3, 2012 – Barnes & Noble, Inc. (NYSE: BKS), the leading retailer of content, digital media and educational products, today introduced a major new advertising campaign for hot-selling NOOK Simple Touch with GlowLight by Barnes & Noble, the world’s first E Ink Reader with patent-pending lighting technology, and the only E Ink Reader made for bedtime reading.
Since its launch just weeks ago, critical acclaim and high customer demand for NOOK Simple Touch with GlowLight have made it the hottest Reader on the market, far exceeding the company’s expectations, in fact the device is temporarily sold out. Barnes & Noble is building new devices as fast as it can and expects to have more stock in Barnes & Noble stores soon. Customers are encouraged to place orders for the popular Reader at www.nook.com and in stores.
The “Read in Bed” advertising campaign highlights how Barnes & Noble’s GlowLight technology solves the number-one problem couples have in bed – having their sleep interrupted, or being prevented from falling asleep, when their partner reads with the light on. The multi-faceted campaign, developed by Barnes & Noble with Mullen (www.mullen.com) includes a television commercial complemented by print and online advertising.
“A light has always been the most requested feature on our E Ink Readers, which makes sense because we know two-thirds of people read in bed,” said Glenn Kaplan, Creative Director at Barnes & Noble, Inc. “We also know that for as long as there have been beds, and books, there’s been a common clash between couples at bedtime: Lights on, to read? Or off, to sleep? Our new campaign sheds light on this age-old issue and celebrates its resolution with NOOK Simple Touch with GlowLight, the first device ever that’s as good in the bedroom as it is on the beach.”
At the center of the campaign is a 30-second television commercial. The spot, directed by Joaquin Baca-Asay from MJZ, is shot in a cinematic style showcasing the magic readers feel when they immerse themselves in a book at night and beautifully illustrates the benefit that GlowLight brings to people who love to read in bed.
The commercial opens with a nighttime montage of couples in bed, with one partner reading and the other trying to sleep – unsuccessfully because of the intrusive reading light. The opening VO asks: “Do you read in bed? Do you need a lamp to see? Don’t you wish there was light that would not keep them up all night?” Sleepy partners are shown covering their eyes with a pillow, rolling over in frustration and finally turning off the light. And then magically the bedtime reading debate is resolved, as a woman reading in bed turns the NOOK GlowLight on and immerses herself in her book as her partner switches the bedside light off and falls blissfully asleep. The spot closes with a VO: “Our newest NOOK now comes with Glow. Introducing NOOK SimpleTouch with GlowLight, the only eReader made for bedtime reading.”
A spirited series of print ads is also included in the campaign, with taglines that include “Amazing in bed” and a playful jab at a competitor: “Sorry, Kindle, you’re just not that good in bed.”
The new “Read in Bed” campaign for NOOK Simple Touch with GlowLight is a companion to the “What’s Your NOOK?” campaign currently running in support of NOOK Tablet™; both were developed by Barnes & Noble with Mullen. The campaign is targeted to the frequent reader and includes a media mix of primetime and cable television, high impact digital placements and print media.
The “Read in Bed” broadcast commercial will air nationally during top-rated network shows. The :30 spot debuts tonight on NBC Universal’s 30 Rock, Parks & Recreation and CBS’ Person of Interest. Print and online ads will run in major outlets including The New York Times Book Review, PEOPLE and on NPR. And, on May 4, the ad will be part of a YouTube homepage takeover.
Customers should visit www.NOOK.com or visit the NOOK Digital Shops™ and displays in one of Barnes & Noble’s nearly 700 bookstores for more information, or to order NOOK Simple Touch with GlowLight.
About NOOK® from Barnes & Noble
Barnes & Noble’s NOOK brand of eReading products makes it easy to read what you love, anywhere you like™ with a fun, easy-to-use and immersive digital reading experience. With NOOK, customers gain access to Barnes & Noble’s expansive NOOK Store™ of more than 2.5 million digital titles, and the ability to enjoy content across a wide array of popular devices. NOOK Tablet™ is Barnes & Noble’s fastest, lightest tablet with the best in entertainment from top services and everything you want in a tablet at a great value ($199 for NOOK Tablet – 8GB, and $249 for NOOK Tablet – 16GB). Both NOOK Tablet and the award-winning NOOK Color™ ($169) feature a stunning 7-inch VividView™ Color Touchscreen to read all of the content you love, shop popular apps, connect via email, browse the Web and more. NOOK Simple Touch™ ($99) is the fastest, easiest to use reader with the world’s best reading screen and the longest battery life and NOOK Simple Touch with GlowLight™ ($139) features patent-pending lighting technology that makes it perfect for reading at bedtime and on the beach. Barnes & Noble offers NOOK owners Always Free NOOK Support in any of its nearly 700 bookstores, as well as free Wi-Fi® connectivity to enjoy the Read In Store™ feature to read NOOK Books™ for free, and the More In Store™ program, which offers free, exclusive content and special promotions. Barnes & Noble was the first company to offer digital lending for a wide selection of books through its LendMe® technology, available through NOOK eReading products. Find NOOK devices in Barnes & Noble stores and online at www.nook.com, as well as at Best Buy, Walmart, Staples, Target, Radio Shack, Books-A-Million, OfficeMax, Fred Meyer, P.C. Richard & Son stores, Office Depot, Fry’s Electronics, Kmart, hhgregg, Sears and Systemax Inc. retailers.
In addition to NOOK devices, Barnes & Noble makes it easy for customers to enjoy any book, anytime, anywhere with its free NOOK Reading Apps™, available at www.nook.com/freenookapps. Customers can use Barnes & Noble’s free eReading software to access and read books from their personal Barnes & Noble digital library on devices including iPad™, iPhone®, iPod touch®, Android™ smartphones and tablets, PC and Mac®. Lifetime Library™ helps ensure that Barnes & Noble customers will always be able to access their digital libraries on NOOK products and software-enabled devices and BN.com. Barnes & Noble also offers NOOK Study™ (www.nookstudy.com), an innovative study platform and software solution for higher education, NOOK Kids™ (www.nookkids.com), a collection of digital picture and chapter books for children, and NOOK Books en español™ (http://www.barnesandnoble.com/ebooksenespanol), the first-ever Spanish language digital bookstore in the United States.
For more information on NOOK devices and eReading software, updates, new NOOK Book releases, Free Friday™ NOOK Books and more, follow us on www.twitter.com/nookBN and www.facebook.com/nook.
About Barnes & Noble, Inc.
Barnes & Noble, Inc. (NYSE:BKS), the world’s largest bookseller and a Fortune 500 company, operates 691 bookstores in 50 states. Barnes & Noble College Booksellers, LLC, a wholly-owned subsidiary of Barnes & Noble, also operates 641 college bookstores serving over 4.6 million students and faculty members at colleges and universities across the United States. Barnes & Noble conducts its online business through BN.com (www.bn.com), one of the Web’s largest e-commerce sites, which also features more than two million titles in its NOOK Bookstore™ (www.bn.com/ebooks). Through Barnes & Noble’s NOOK™ eReading product offering, customers can buy and read digital books and content on the widest range of platforms, including NOOK devices, partner company products, and the most popular mobile and computing devices using free NOOK software. Barnes & Noble is proud to be named a J.D. Power and Associated 2012 Customer Service Champion and is only one of 50 U.S. companies so named.
General information on Barnes & Noble, Inc. can be obtained via the Internet by visiting the company’s corporate website: www.barnesandnobleinc.com.
NOOK®, NOOK Tablet™, NOOK Simple Touch with GlowLight™ , NOOK Simple Touch ™, NOOK Color™, Reader’s Tablet™, Best-Text™, NOOK Store™, NOOK Bookstore™,NOOK Magazines™, VividView™, NOOK Newspapers™, FREE NOOK Reading Apps™, NOOK Kids™,NOOK Digital Shop™, Read In Store™,More In Store™,LendMe®,NOOK Library™,NOOK Books en español™, NOOK Study™, Lifetime Library™ and Read What You Love. Anywhere You Like™ are trademarks of Barnes & Noble, Inc. Other trademarks referenced in this release are the property of their respective owners.