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Scholastic the global children’s publishing, education, and media company, today announces a massive worldwide campaign to promote INFINITY RING, a new multi-platform time travel adventure series for children ages 8-12, launching on August 28th simultaneously in the United States, Canada, United Kingdom, Australia, and New Zealand with “Book 1: A Mutiny in Time” by New York Times bestselling author James Dashner.
“As a leader in groundbreaking multi-platform publishing, we know that kids want to read for fun and it is our mission to help them find books that are relevant, exciting, and multi-dimensional,” said Ellie Berger, President, Scholastic Trade. “Infinity Ring is a great example of innovative storytelling and we are excited to introduce this wholly integrated reading experience to kids around the world.”
As the pioneering force behind the groundbreaking and international bestselling The 39 Clues series, Scholastic expands its innovative multi-platform publishing program with Infinity Ring, a fully immersive reading experience which combines books, an interactive “Hystorian’s Guide” map, and an online game experience where readers travel back in time to “fix” history.
Starting today through August 27th, Scholastic has unlocked a special advance sneak peak of the action-packed 3-D Infinity Ring online game on www.infinityring.com. During the two-week sneak peek period, kids who play and register online will earn a special “Pioneer Medal,” a digital reward for being an early adopter of the online game. The full game site experience, which will allow kids to play as main characters from the books, launches August 28, 2012.
The global promotional campaign kicks off in the United States with comprehensive television, online and print advertising throughout the fall season, as well as a national “Infinity Ring Rewrite History” classroom writing contest sponsored by Scholastic Book Clubs. The winning classroom will get a visit from Infinity Ring author and series architect James Dashner. The campaign also includes a national multi-city publicity tour featuring James Dashner who will make appearances in schools, bookstores, and libraries throughout the U.S.
Scholastic Canada will launch the series with an event in Toronto featuring author James Dashner, and has a major national print, video and social media campaign continuing throughout the fall. In the United Kingdom, Scholastic will supplement its social media and online efforts with thousands of Infinity Ring booklets to be distributed at amusement parks and heritage sites throughout the fall season. Each booklet will contain Infinity Ring sample chapters and a “QR code” directing users to the Infinity Ring online game site. Throughout August and September, Scholastic New Zealand is planning a massive television and magazine advertising campaign through partnership with a popular national kids’ television show, local magazines and newspapers. In Australia, Scholastic will promote the series through a dedicated social media campaign and advertising in national magazines.