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‘Harry Potter’ campaign is Waterstones’ biggest yet

‘Harry Potter’ campaign is Waterstones’ biggest yet

Waterstone's is claiming its most successful online campaign yet with a promotion involving Harry Potter.

The book retailer is using its competition microsite waterstones.com/whatsyourstory, to showcase an exclusive short story by Harry Potter author JK Rowling and drive massive awareness of the brand's latest ‘What's Your Story?’ promotion.

The site, created by Codecomputerlove, received more than 70,000 visitors in the first 20 hours of Rowling's story going live online last week.

It has been getting thousands more hits daily from fans keen to read Rowling's 800-word prequel to the Harry Potter series. The competition has attracted nearly 4000 story cards so far.

JK Rowling's exclusive short story is one of a number of stories that were auctioned off at Sotherby's, raising more than £47K for charity, as part of Waterstone's ‘What's Your Story?’ competition. The Harry Potter prequel raised £25K alone.

Bespoke stories written by the top authors especially for the promotion are being displayed in an online gallery, in store windows and will be published in a limited edition book.

Waterstone's promotion is searching for budding writers to be published alongside JK Rowling, Doris Lessing, Michael Rosen, Nick Hornby,
Sebastian Faulks, Lauren Child, Tom Stoppard and Irvine Welsh.

To be in with a chance of winning consumers simply submit their story. It can be from three words long to three hundred - just as long as it fits onto the story card template.

This latest promotion follows the success of Waterstone's Save Harry Potter online petition that achieved more than 500,000 signatures last year.

AJR

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