HarperCollins has retained mobile marketing agency Aerodeon to support the launch of two new series of books 'Two of a Kind' and 'So Little Time'.
The campaign launches on March 18 with six titles, four titles from 'Two of A Kind' and two titles from 'So Little Time'. More titles in each series will follow every two months for the next five years.
HarperCollins will use text messaging among teenage girls with a drive to get the youth group into bookstores. HarperCollins will use Sugar's database to target girls aged 7-16 years old.
Jo Williamson, senior publicity manager of CollinsChildren'sBooks, said: "A text messaging campaign is the perfect way in which to launch the Mary-Kate and Ashley books and brand. Teenage girls are prolific text messagers, so this campaign is a natural fit. It introduces them to the books via a medium with which they are comfortable and which is very much part of their everyday lives."
Mary-Kate and Ashley Olsen are the biggest teen brand in US history and the global influence of their brand is growing rapidly.
The television shows 'Two of a Kind' and 'So Little Time' are currently broadcast in 57 countries, and the Mary-Kate and Ashley brand videos, dolls and video games are available in worldwide markets.
The two are described in The Hollywood Reporter as "the most powerful young women in Hollywood" and were recently included in the magazine's Power 100 list.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
