39 Clues is a Marketing Phenomenon! >>
I am still reeling from the experience I had with the new book series, 39 Clues. It is series of books, published by Scholastic and has a very innovative spin that is taking 8 to 12 year olds by storm! 39 Clues is an innovative learning experience which utilizes all the forms of media for learning and provides strong creative incentives to continue learning. “Read the Books.Play The Game. Win The Prizes.”
Each book contains 6 cards which the book owner uses to uncover clues to a great mystery. There are 39 clues in total and 19 have been released to date. Not only is the marketing and visual creative design very appealing and relevant to the target book reader audience, there is a web platform which takes the series and reading experience to a new level entirely.
The website is very well designed, has an incredible animated mission/ game area (Arena 39) and offers rich interactive features for the 39 Clues book /game community. The real clincher is that the series offers over $100,000 in prizes to the clue hunters who succeed.
I am half way through the first book, The Maze of Bones with my children and we have succeeded Missions #1, 2, 3 and 4. My kids now know about the Bermuda Triangle, the Titanic, Amelia Earhart, Budapest, the Pyramids and more!
My son is eager to attempt Mission 5 and is anxious for the mission to be unlocked in September (they do not say which day to keep you checking the site).
Various authors contribute to the 39Clues series and there are also additional cards you can purchase to assist you in getting your clues.
In my opinion, 39 Clues is a complete success of marketing, education and merchandising. Well done Scholastic!!!!
Tags: 3 Degrees West, 39 Clues, Amelia Earhart, Bermuda Triangle, creative design, kids, Marketing, Maze of Bones, merchandising, prizes, reading, sandy gerber, Titanic