Barnes & Noble is kicking off the holiday season with a series of television ads starring their new, full color touch screen e-reader, NOOKcolor. The gadget, which just started arriving in B&N stores last week, will also be sold by Best buy, WalMart, and Books-A-Million. NOOKcolor retails at $249 and is limited to a Wi-Fi only data connection.
A software update for mobile clients and the original, dual-screen Nook will be released this week and will facilitate cross-platform synching and performance enhancements. To see the NOOKcolor commercial, click here.
Barnes & Noble Launches New Advertising Campaign for NOOKcolor(TM)
Ad Shows Unique Benefits of NOOKcolor, Encourages People to Touch the Future of Reading(TM)
New York, New York – November 22, 2010 – Barnes & Noble, Inc. (NYSE: BKS), the world’s largest bookseller, today introduced a major new advertising campaign for NOOKcolor by Barnes & Noble, the first full-color touch Reader’s Tablet that delivers more than two million digital books, magazines, newspapers and children’s books in immersive, gorgeous color – all in one beautiful, thin and highly portable device. The multi-faceted campaign, developed by Barnes & Noble with Merkley + Partners, an Omnicom company (NYSE: OMC), includes a television commercial complemented by print and online advertising.
“Nobody knows readers and content like Barnes & Noble, and with NOOKcolor, we’re giving people who love to read the richest, deepest, and most social and dynamic reading experience ever,” said Sasha Norkin, Vice President, Digital Marketing of Barnes & Noble.com. “This campaign celebrates the joy of reading all the content you love, in stunning, vivid color and at the touch of your fingertips, from your trusted bookstore, Barnes & Noble.”
At the center of the campaign is “Love of Reading,” a 30-second spot that opens with a dramatic crane shot of a Barnes & Noble store façade and careens through the stacks of books inside to eventually land upon the new NOOKcolor with the opening VO: “At Barnes & Noble, we’ve taken everything we know about reading and put it here.”
“This commercial dramatizes the unique position of NOOKcolor in the marketplace, leveraging the strength of Barnes & Noble as the experts in reading,” says Glenn Kaplan, Vice President & Creative Director of Barnes & Noble, Inc.
The commercial features a lively and lighthearted montage of women experiencing the rich diversity of NOOKcolor’s content and features throughout their working, waiting, laughing and loving days. Combining best-in-class technology with humanity, and highlighting NOOKcolor’s unique position as the most social reading device ever built, the vignettes capture recognizable and relatable “anytime, anywhere” reading moments: from a woman in her kitchen watching a cooking video while following a recipe; to an expectant couple reading a magazine at the doctor’s office; to girlfriends lending each other books; and finally to, a mother and her child sharing the magic of one of NOOKcolor’s unique interactive kids books at bedtime. The spot closes with the NOOKcolor logo and the logos of the retail partners carrying it: Best Buy, Walmart and Books-A-Million.
The national campaign will premiere November 22, with spots airing in major markets during top-rated network shows in multiple day parts, including Glee, Dancing with the Stars, Saturday Night Live and more, and on cable networks including Bravo, E!, Lifetime, Oxygen and others. The commercial can be viewed at www.nook.com/tvad. Print and online ads will run in major outlets that reach the Barnes & Noble book lover audience.
About NOOK(TM) from Barnes & Noble
Barnes & Noble’s NOOK brand of eReading products makes it easy to read what you love, anywhere you like(TM) with a fun, easy-to-use and immersive digital reading experience. With NOOK, customers gain access to Barnes & Noble’s expansive NOOKbook(TM) Store of more than two million digital titles, and the ability to enjoy content across a wide array of popular devices. NOOK products are the most full-featured, dedicated eReading devices on the market. NOOKcolor ($249), the first full-color touch Reader’s Tablet, provides the ultimate reading experience with a stunning 7-inch VividView(TM) Color Touchscreen to read all of the content you love. For book lovers, NOOK 3G ($199) and NOOK Wi-Fi® ($149) offer a paper-like reading experience with a color touch screen for navigation. In Barnes & Noble stores, NOOK owners can access free Wi-Fi connectivity, enjoy the Read In Store(TM) feature to read NOOKbooks for free, and the More In Store(TM) program, which offers free, exclusive content and special promotions. Barnes & Noble was the first company to offer digital lending for a wide selection of books through its LendMe(TM) technology, available through NOOK eReading products. Find NOOK devices in Barnes & Noble stores and online at www.NOOK.com, as well as at Best Buy, Walmart and Books-A-Million.
In addition to NOOK devices, Barnes & Noble makes it easy for customers to enjoy any book, anytime, anywhere with its free line of NOOK software, available at www.bn.com/NOOKapps. Customers can use Barnes & Noble’s free eReading software to access and read books from their personal Barnes & Noble digital library on devices including iPad(TM), iPhone®, iPod touch®, Android(TM), BlackBerry® and other smartphones, PC, and Mac®. Lifetime Library(TM) helps ensure that Barnes & Noble customers will always be able to access their digital libraries on NOOK products and software-enabled devices and BN.com. Barnes & Noble also offers NOOKstudy(TM) (www.NOOKstudy.com), an innovative study platform and software solution for higher education and NOOK kids(TM) (www.NOOKkids.com), a collection of digital picture and chapter books for children.
For more information on NOOK devices and eReading software, updates, new NOOKbook releases, Free Friday(TM) NOOKbooks and more, follow us on www.twitter.com/eBooksBN and www.facebook.com/NOOKBN.