The Diary of a Wimpy Kid books and movie (with a sequel tentatively scheduled to hit theaters in March 2011) have experienced a swift journey to success. The wildly successful book series earned author Jeff Kinney a 74 week stint on the New York Times Best Seller list for children’s books, as audiences couldn’t help but fall in love with the books’ relatable protagonist, middle school student Greg Heffley. To generate buzz for the release of the fifth installment in the Wimpy Kid series, publisher Amulet Books, a division of Abrams, is launching a cross-country ice-treat truck bookstore tour. A grand total of 26,000 promotional snacks and 26,000 books are involved with the execution of this nationwide campaign!*
*Please note: I heard about this event after this week’s Weekend Guide had been posted, but at noon tomorrow (Saturday, August 14th), one of two Diary of a Wimpy Kid tour buses begins its two week run with an appearance at Little Shop of Stories in Decatur.
Keep reading for more information about the tour and participating bookstores…
At each stop on the tour, 500 purple ice cream treats will be handed out to fans and Abrams will donate one new Abrams book to First Book, which is a nonprofit that delivers new books to children from low-income families. Why purple treats, you may ask? Well, each of the books in the series features a different colored cover, and the upcoming release cover happens to be purple.
Yes, all children like ice cream, but parents can feel good about attending this promotional event because it instills in their kids, the primary audience consuming the Wimpy Kid media, the virtue of helping others. The tour drives home a strong message about the importance of education, and kids can feel good about helping children less fortunate than themselves to further their educations and take ownership of a brand new book, something which they may never have received in the past.
Giving away free food is always a great gimmick to boost attendance at an event, but next time you want to draw attention to your brand/campaign, consider coupling your tasty promotion with a related non-profit to garner additional positive publicity and better the world around you, too!