Scholastic Media Raises Massive Goosebumps Campaign
Emily Claire Afan
October 13, 2009
With Halloween approaching at the end of the month, Scholastic Media is looking to support its popular book brand with the launch of its all-new Get Goosebumps! campaign across the US.
Featuring a multi-city mall tour, airings of the original series new promo partnerships and more, Scholastic will be keeping busy to bring the thrills to new fans for the upcoming trick-or-treat season.
Cartoon Network will be airing eps from the TV series five days a week at 4:30 p.m. throughout October, with eps also available on iTunes in the US, along with a free ep in their free store for one week in the middle of the month.
A promo with Taco Bell promo kicked off yesterday and will run to November 15 at 5,800 locations, featuring in a QSR Kid's Meals campaign on millions of meal bags, which includes one of four premiums in collectible boxes with classic Goosebumps books and information on the new HorrorLand series.
The American Automobile Association's (AAA) Halloween Safety promo will feature Goosebumps on millions of co-branded bookmarks, treat-bags and posters to be distributed by AAA clubs through schools, law enforcement officers, theme parks, grocery stores and libraries nationwide. AAA will also distribute a US$2 off AAA member coupon towards the purchase of either of the two new DVD releases (The Headless Ghost and Attack of the Jack-O'-Lanterns), releasing this fall from Twentieth Century Fox Home Entertainment.
The Get Goosebumps! Mall Tour will head to various cities across the US this fall on every Saturday throughout the month, featuring a variety of free, Goosebumps-inspired activities for kids and families. Fans can star in and send their own prank on video, demo the Goosebumps HorrorLand Wii video game, to take their picture as a Goosebumps Horror and more.
And Goosebumps scribe R.L. Stine will be featured in a live webcast on October 28 at 1 p.m. EST during Shriek Week, the week leading up to Halloween. There will also be a writing contest in which one student and school will win a Goosebumps prize package.
Scholastic is also launching a series of new publishing materials this month, including Welcome to HorrorLand: A Survival Guide, along with two Goosebumps stories with bonus materials, Goosebumps: The Werewolf of Fever Swamp and Goosebumps: A Night in Terror Tower.
On the interactive side, iPhone App Goosebumps PhotoShock, which was released last month, will be available at a reduced promo price during the two weeks leading up to Halloween.
And Shriek Week 2009 kicks off at the Scholastic Store in New York City with a Goosebumps event on October 24, followed by the annual Scholastic Halloween parade on October 31st. For more info, check out www.scholastic.com/goosebumps.