The wait for the final installment of Cassandra Clare’s international best-selling The Infernal Devices, Clockwork Princess, is almost over, but the build-up has been quite a big one.
Publisher’s Weekly wrote about the marketing for Clockwork Princess, which has consisted of an interactive cover reveal, Shadowhunter app, interactive chapter reveal and a tour bus (pictured above) among others.
“We are always trying to bring something new to the table while promoting Cassie’s books,” says Anne Zafian, v-p and deputy publisher of S&S Children’s Publishing. “Since she has such good online outreach and social networking skills, it was great that, with the Twitter campaign, the first chapter could be revealed worldwide at one time.”
Most recently, Simon & Schuster unveiled an interactive reveal of the first chapter of Clockwork Princess, which was revealed word-by-word after over 560,000 tweets with the hashtag #ClockworkPrincess.
“I was really pleased that all my readers could participate,” (Clare) says. “And because there’s often such a long gap often between finishing a book and having it released, where you wait in anticipation to see how it’s received, it was great to be able to watch people react in real-time as they read. Because of social networking, I could see readers chatting with each other, sharing theories and pictures. It really made me think about how much reading as a group activity has grown on the Internet.”
Another marketing strategy employed by Simon & Schuster includes a Clockwork Princess bus tour, in which Clare will travel to eight cities on the West Coast to promote Clockwork Princess beginning on March 19 in Mesa, AZ.
“I have to admit, I hate flying,” she says, “but I think the real core idea of the bus tour is that there’s something about the on-the-ground nature of it that really builds excitement. The wrapped bus is a cross-country billboard for both the book series and the upcoming movie.” She also likes the fact that she can carry more giveaways for fans, since she’s not flying. “Plus, it makes me feel like I’m in a rock band, writing songs on the road. I’m tone-deaf, but it’s nice to dream!”
Retailer marketing efforts on the way include “pre-order now” easels and floor displays, as well as TV ads that will air on the Dish network after March 19.
While Clare is sad to bid farewell to The Infernal Devices, she is excited for what is to come for her Shadowhunter world.
“I am sad, very sad. I have grown to love the characters like family… Fortunately, I have much to work on and look forward to. There are the Bane Chronicles, a series of e-novellas that I’m co-writing with Maureen Johnson and Sarah Rees Brennan, releasing starting this April; The Shadowhunter’s Codex [October 2013]; City of Heavenly Fire, the conclusion to The Mortal Instruments [March 2014]; and a brand-new series, The Dark Artifices , which is going to bring me a whole new generation of Shadowhunters to write about.”
What are your thoughts on Simon & Schuster’s marketing strategies for Clockwork Princess? Sound off in the comments!