Asia Business Consulting

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Thursday, August 25, 2005

Entertainment and publishers going for co-creation

What is co-creation? Co-creation is when a company that produces a services or a product involves customers to get their feedback and incorporate their ideas into their offerings. It is the way to go, because it is involvement, creates loyalty and engagement from consumers.

"HarperCollins is testing the first program with Meg Cabot, author of The PrincessDiaries series, All American Girl, Teen Idol, the just-released Ready or Not and the upcoming Avalon High. The teen girl audience was chosen to test the program because cell phones are considered their main source of communication. Ads promoting the mobile club are running on teen sites such as and begin this week at, and

Teens who sign up at receive recorded cell phone messages from Cabot and up to two text messages a week. The venture is part of a growing use of mobile technology in the entertainment industry."

"We believe that the mobile club will increase the exposure of the various series across Meg Cabot's entire fan base and promote upcoming titles," says HarperCollins."

"Random House might have been the first publisher to use cell phone marketing earlier this year while promoting Girls in Pants, the third book in Ann Brashares' The Sisterhood of the Traveling Pants series.

Linda Leonard of Random House says 8,000 fans signed up for the mobile campaign. She says monthly traffic to is up 700% so far in 2005 compared with 2004, and she estimates that the site had about 80,000 hits a month around the time The Sisterhood of the Traveling Pants movie came out in June, though she admits the film likely played a part."

Good move. So don't worry if your kids look busy and type like... whatever. They might be involved in the publishing business.

(By Asia Business Consulting)