From the Wires
Barnes & Noble Unveils New Ad Campaign for Highly Acclaimed NOOK® HD and NOOK® HD+
By: Business Wire
Nov. 8, 2012 10:19 AM
NOOK Media LLC, a subsidiary of Barnes & Noble, Inc. (NYSE: BKS), the leading retailer of content, digital media and educational products, today introduced “Share” – a major television advertising campaign to support NOOK HD and NOOK HD+. These new 7- and 9-inch tablets are lightweight, but packed with pixels to deliver text, graphics and video with stunning HD clarity so every book, movie and app looks better than ever before. Despite numerous competitive tablet launches this fall, demand for NOOK HD and NOOK HD+ has been unprecedented, and momentum is expected to continue into the holidays.
NOOK HD and NOOK HD+ were designed to create an exceptional reading and entertainment experience that the whole family can enjoy, and the campaign was conceived with family at its core. New NOOK Profiles™, a first-to-market feature, solves a new problem for the modern family: while 50 percent of tablet owners share their device with other members of the family, more than a third have content they don’t want anybody else to see. NOOK Profiles makes it easy to create individual profiles for every member of the family, instantly transforming the device to any family member’s own tablet. That means children can freely enjoy all the content they love without happening upon all that mom and dad would rather they didn’t see. With a quick tap on a profile at the top of the screen, the entire experience magically changes into that family member’s personal tablet as their own content, including personalized recommendations, appear on the display.
“Share” brings NOOK Profiles to life. The ad follows the 7-inch NOOK HD through the house, family member by family member, as each attempts to keep the captivating device to him or herself: a young girl hides away in her closet reading Cat in the Hat, Dad tucks himself into an empty bathtub to peruse Rolling Stone, and a little boy holes up in the doghouse watching Disney Pixar’s Brave, until finally, Mom gets her turn. The family’s golden retriever is there every step of the way, sniffing out each hiding place.
“When we set out to develop a campaign for NOOK HD and NOOK HD+, there were so many innovative aspects worthy of attention – from spectacular resolution, weight and design to brand-new content and shopping features – but only 30 seconds to fit them into,” said Glenn Kaplan, Creative Director at Barnes & Noble. “We ultimately zeroed in on something we knew was important to our customers and unique to these devices: they are at once totally personal and completely shareable. We recognized the opportunity to create a story these customers could relate to.”
The campaign was developed by Barnes & Noble with advertising partner Mullen and directed by Todd Field of Smuggler, with visual effects by Logan NY.
“The tablet battle will be in full swing this holiday,” said Dave Weist, Executive Creative Director, Mullen. “We knew we had to focus on product design and user interface but we also had to wrap this in a human story that transcended tech and specs. That personal connection to reading in all its wondrous forms is deeply rooted in the NOOK brand.”
The spot, which can be viewed at www.youtube.com/NOOK, will break tonight on The X-Factor, The Office, Glee, Scandal and The Voice, and is scheduled for over one billion impressions nationally, across all major networks (ABC, NBC Universal, CBS and Fox) plus cable networks (e.g. Food Network, HGTV, Bravo), during all top-rated network shows. This unprecedented television media buy will include broadcast on primetime programming like The Voice, Modern Family, X-Factor, Dancing with the Stars, The Big Band Theory, Grey’s Anatomy, Two and a Half Men, Mike & Molly, NCIS, 2 Broke Girls, New Girl, The Mindy Project, The New Normal, Once Upon a Time and many others. The commercial will also be broadcast during the Macy’s Thanksgiving Day Parade and the American Music Awards, a first for Barnes & Noble. Additional media elements also include a presence on CNET this Fall.
Just in time for the holiday season, the new NOOK HD and NOOK HD+ are optimized to deliver unparalleled experiences in the areas that company research showed NOOK tablet owners use most: reading, Web, video and email. The reading experience is unmatched, offering beautifully rendered text, magazines in spectacular HD and lightning fast page turns. In fact, NOOK HD boasts the world’s highest-resolution ever on a 7-inch tablet and NOOK HD+ has a stunning 9-inch full HD display. Thanks to top-end processors, the newly designed Web browser in NOOK HD and NOOK HD+ is super-fast, making it simple and smooth to surf favorite sites with a tap, pinch and zoom. New to the Web, ArticleView™ allows you to customize your online reading experience. Both NOOK HD and NOOK HD+ offer access to a collection of popular movies and TV shows through new NOOK Video. And an all-new built-in email app offers new features in an easy-to-use, clean format that supports a host of popular personal and work-related email services including Microsoft® Exchange ActiveSync.
Starting at the low prices of $199 for NOOK HD and $269 for NOOK HD+, nearly half the cost of the leading large-format tablet, both products deliver an amazing value for customers. NOOK HD is available in “Snow” and “Smoke” and NOOK HD+ is available in “Slate.” Experience the entire NOOK family of products at www.nook.com or at the NOOK Digital Shops and displays in one of Barnes & Noble’s more than 700 bookstores and other leading retailers including Best Buy, Target and Walmart. Barnes & Noble offers Always Free NOOK Support in all of its neighborhood bookstores, with more than 40,000 NOOKsellers across the country ready to assist customers with setting up their NOOK devices or choosing their next great read.
About Barnes & Noble, Inc.
Barnes & Noble, Inc. (NYSE:BKS) is a Fortune 500 company and the leading retailer of content, digital media and educational products. The company operates 689 Barnes & Noble bookstores in 50 states, and one of the Web’s largest e-commerce sites, BN.com (www.bn.com). Its NOOK Media LLC subsidiary is a leader in the emerging digital reading and digital education markets. The NOOK digital business offers award-winning NOOK® products and an expansive collection of digital reading and entertainment content through the NOOK Store™ (www.nook.com), while Barnes & Noble College Booksellers, LLC operates 667 bookstores serving over 4.6 million students and faculty members at colleges and universities across the United States. Barnes & Noble is proud to be named a J.D. Power and Associated 2012 Customer Service Champion and is only one of 50 U.S. companies so named. Barnes & Noble.com is ranked the number one online retailer in customer satisfaction in the book, music and video category and a Top 10 online retailer overall in customer satisfaction according to ForeSee E-Retail Satisfaction Index (Spring Top 100 Edition).
General information on Barnes & Noble, Inc. can be obtained via the Internet by visiting the company's corporate website: www.barnesandnobleinc.com.
NOOK®, NOOK Store™, NOOK Video™, NOOK Video Apps™ are trademarks of Barnes & Noble, Inc. Other trademarks referenced in this release are the property of their respective owners.
About NOOK Media LLC
NOOK reading and entertainment products make it easy to read what you love, anywhere you like™ with a fun, easy-to-use and immersive digital reading experience. With NOOK, customers gain access to the expansive NOOK Store™ of more than 3 million digital books, plus periodicals, comics, apps, movies and TV shows, and the ability to enjoy content across a wide array of popular devices through free NOOK Reading Apps™ and NOOK Video apps, available at www.nook.com/freenookapps. NOOK owners receive Always Free NOOK Support in any of Barnes & Noble’s nearly 700 bookstores. Find NOOK devices in Barnes & Noble stores and online at www.nook.com, as well as leading retailers including Best Buy, Walmart, Target and many others. NOOK products will also soon be available in the United Kingdom through www.nook.co.uk and leading retailers.
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