HarperCollins hopes to build awareness and drive sales of Angels Unlimited, targeted at 9- to 13-year-old girls, via a microsite (www.nick-angels.co.uk), banners, buttons and other advertising on Nickelodeon's web site nick.co.uk. It is the first time HarperCollins has worked with Nickelodeon UK.
The promotion, which kicked off on 10 January, is designed to strengthen girls' relationships with the Angels Unlimited brand through interactivity.
Visitors to the microsite, which was created by Viacom Brand Solutions, Nickelodeon UK's sales house, can enter a multiple-choice competition to win signed copies of the books as well as Top Shop and Claire's Accessories vouchers.
At different stages of the competition, entrants are encouraged to associate themselves with characters in the books. For example, when they enter their age they are given information about the ages of angels.
In addition to the banners and buttons on nick.co.uk, HarperCollins hopes to drive traffic to the microsite with a viral element, encouraging girls to send Angels Unlimited thank you or good luck e-cards to friends.
"We can not only drive sales but also extend the Angels Unlimited brand through the viral element and competition," said Paul Curtis, managing director of Viacom Brand Solutions.
Caroline Paul, head of children's marketing at HarperCollins, said the publisher's research had shown that the six-book mark is the point at which a series most benefits from marketing activity.
"This a key time to do marketing activity," she said. "We believe that nick.co.uk provides us with the right environment to communicate effectively with our target audience."
In addition to the Nickelodeon microsite, HarperCollins has its own microsite (www.angelsunlimited.co.uk) attached to its fireandwater.com portal.
Girls can register for a fanclub to receive stickers and click on a link through to Amazon.co.uk to buy the books.
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