New HarperCollins Marketing Campaign Promotes Dad Books Across Imprints With E-Cards

A new digital marketing campaign from publisher HarperCollins promotes a slew of “dad”-books across its many imprints through a build-it-yourself e-card kit at HarperCollins.com.

The “Just for Dad” campaign features an e-card making kit for all kinds of dads, including “the hero,” “the thinker” and, of course, “the bookworm,” among others. There are specific book suggestions for each kind of dad.

“The hero,” for instance, might enjoy American Sniper by Navy Seal Chris Kyle or Starting and Closing: Perseverance, Faith, and One More Year by ex-Major League Baseball pitcher John Smoltz and Don Yaeger.

Once the user chooses the kind of dad, they are taken through a series of prompts that helps them build a customized e-card for their father, complete with a cutout for their father’s face on the body of the chosen dad-type.

To purchase the books, users are directed toward a buy page for online booksellers where the books are sold. The booksellers, Amazon, Barnes & Noble, Books-A-Million, IndieBound, Walmart and sometimes Target are presented in alphabetical order (except Target, which is last). HarperCollins wanted to be as fair as possible to each of its booksellers, a company spokesperson told Digital Book World.

The campaign is mainly directed at print books as it’s relatively difficult to gift e-books currently. The e-cards are designed to arrive just when or just before the print book arrives in the mail. By sending a customized e-card along with a book, users can make their father’s day gifts more special, according to the HarperCollins spokesperson.

Learn more about cutting edge digital marketing techniques at the Digital Book World Discoverability and Marketing Conference on September 24 and 25 in New York.

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