Barnes & Noble has introduced a major campaign for its popular NOOK eBook Reader, which explores the personal, transportive nature of books and Barnes & Noble’s longstanding connection to readers – both enhanced by the company’s digital device and content.
The multi-faceted effort, via Omnicom’s Merkley + Partners, includes Barnes & Noble’s first television spots in more than a decade, complemented by radio, print and online ads. B&N’s Mary Ellen Keating would not release to RBR-TVBR any details on the radio effort.
At the center of the campaign is “My Story,” a 30-second television spot which portrays a Barnes & Noble customer from childhood to adulthood and the stories that nourished her love of books from physical to now digital format. To spotlight NOOK as “the only eBook Reader from the bookstore you’ve grown up with,” the spot features a young child, then teen, college student, then mom-to-be, rapt in wonderful books among the Barnes & Noble bookshelves. The closing images reinforce the ability to “take your story wherever you want it to go” as the woman in the spot sits on the beach reading on NOOK’s crisp and clear E Ink screen after using the device’s fast, wireless access to find her next great read from more than a million digital titles.
“Many of our customers have practically grown up in Barnes & Noble bookstores, browsing, buying and reading the books that have enriched their lives,” said Sasha Norkin, Vice President, Acquisition Marketing of Barnes & Noble.com. “This campaign celebrates those moments, and offers the additional choice and convenience of a device that puts more than one million titles at your fingertips from that same trusted bookstore.”
The spots close encouraging viewers to find NOOK at “your local Barnes & Noble,” online at www.nook.com, and at Best Buy, America’s leading consumer electronics retailer, where NOOK is displayed and became available this week. The award-winning NOOK eBook Reader continues to be the best-selling product at Barnes & Noble.
The national campaign starts to roll out 4/22 with spots airing in major markets during top-rated network shows in multiple day parts including American Idol, Dancing with the Stars, Good Morning America, House, The Today Show, 30 Rock, and more, and on cable networks including A&E, Bravo, E!, and others. The spot can be viewed at www.nook.com/tvad.
Radio spots will air nationally and print and online ads will run in major outlets that reach the Barnes & Noble book lover audience.