HarperCollins books a ‘room’ with Indigo

The publisher is using the customer kiosks at Indigo and Chapters locations to promote Booker-nominated Irish-Canadian author Emma Donoghue.

HarperCollins Canada is delivering a book promo trailer for the Booker-nominated novel Room to the more than 850 customer kiosks at the 96 Indigo and Chapters stores across the country.

A banner promoting the book and linking to a trailer will be on the front page of the kiosk system starting Sept. 7, the same day the book hits the shelves, and will remain onscreen for three weeks.

The video was produced in-house at HarperCollins and the company’s team handled the buy.

Rob Firing, director, publicity and communication, HarperCollins, tells MiC that the kiosks, which were upgraded to widescreen touch-sensitive monitors in 2008, offer unmatched placement for book promotions.

‘You get to focus attention on the book right in the bookstore, and that’s the most important place to capture attention,’ he says.

According to Michael Smyth, director, service and sales, Indigo Books and Music, the banner placements and trailers generally result in a large spike in interest for the book, with up to 25% more viewings on the kiosk system.

Smyth sees the system evolving to include more trailers and interactive features, allowing customers to discover the tone and story of each book before deciding whether or not to buy it.

Room is written by Emma Donoghue, who was born in Ireland and lives in Canada, and is about a five-year-old boy who has grown up in a locked room with his mother.