Grassroots: Scholastic Taps Into Harry Potter Mania With Bus Tour - Event Marketer

Grassroots: Scholastic Taps Into Harry Potter Mania With Bus Tour

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To promote the last installment in the Harry Potter book series Harry Potter and the Deathly Hallows Scholastic is sending a purple double-decker (painted like a triple-decker) bus to libraries across the country. The Harry Potter Knight Bus tour based on the fictional Knight Bus from the third book Harry Potter and the Prisoner of Azkaban will stop at 37 libraries in 12 states over seven weeks. Fans will be invited inside where they can record their thoughts about the books in a short video diary entry. The clips will be uploaded to a web site where fans can view and share their videos play games download activities and enter to win a sweepstakes. Some clips will be chosen for a sizzle reel that will be posted on Sweepstakes winners will fly to London to meet author J.K. Rowling and attend a midnight signing the night the book is released.
Scholastic is hoping the bus tour will engage the series’ massive fan base and provide libraries and booksellers a face-to-face vehicle for promoting the book.
“We were looking to do a great grassroots promotion throughout the country that’s community based where fans of all ages have a place to come together and express how much they love the Harry Potter books ” Rachel Coun marketing director and brand manager for the Harry Potter book series at Scholastic told Buzz. “The Knight Bus… has such a strong obvious presence and great appeal for the kids plus it becomes an interactive event for the library.”
The tour launched June 8 in New York City and travels to several cities including Boston Chicago Los Angeles Philadelphia San Francisco and Washington DC before it returns to Scholastic headquarters in New York for the release of the book on July 21. Agency: Universal Consulting Group New York City.


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