Advertising

Ostensibly 'giving something back', the new interactive site is also a perfectly positioned platform to sell millions of ebooks.

Piers Fawkes, PSFK
  • 23 june 2011

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This article titled “Pottermore gives away JK Rowling’s marketing genius” was written by Sam Jordison, for guardian.co.uk on Thursday 23rd June 2011 16.03 UTC

Imagine, if you will, the perfect 21st-century marketing campaign. First, you’d probably want to start with a teaser. Perhaps a little clue somewhere that will lead people to a branded “coming soon” webpage that will attract 100,000s of Twitter followers within hours. A day or so later, you’d tell a story guaranteeing you blanket press coverage surrounding your product. You’d want to use that free advertising to direct millions of people to your own corner of the web, where you would extract their email address and build up their sense of anticipation and excitement by telling them that something “unique” will be happening there soon. This unique thing will then enable you to tease out further demographic details from the website’s visitors. You will also be able to flood them with information about a brand new and reasonably priced range of products which cost you next to nothing to produce and which will garner you (at a rough estimate) several gazillion pounds sterling. On the way, you’ll also be able to slip in some advertising for the products you already have out on the market, not to mention reminding everyone that (as luck has it) you also have a film coming out in a month too. Yes, Pottermore.com is a stroke of genius.

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