Barnes & Noble Unveils New Ad Campaign for Highly Acclaimed NOOK® HD and
“Share” Campaign Brings to Life the Unique Benefits of the First True Family
NEW YORK NEW YORK -- November 08, 2012
NOOK Media LLC, a subsidiary of Barnes & Noble, Inc. (NYSE: BKS), the leading
retailer of content, digital media and educational products, today introduced
“Share” – a major television advertising campaign to support NOOK HD and NOOK
HD+. These new 7- and 9-inch tablets are lightweight, but packed with pixels
to deliver text, graphics and video with stunning HD clarity so every book,
movie and app looks better than ever before. Despite numerous competitive
tablet launches this fall, demand for NOOK HD and NOOK HD+ has been
unprecedented, and momentum is expected to continue into the holidays.
NOOK HD and NOOK HD+ were designed to create an exceptional reading and
entertainment experience that the whole family can enjoy, and the campaign was
conceived with family at its core. New NOOK Profiles™, a first-to-market
feature, solves a new problem for the modern family: while 50 percent of
tablet owners share their device with other members of the family, more than a
third have content they don’t want anybody else to see. NOOK Profiles makes it
easy to create individual profiles for every member of the family, instantly
transforming the device to any family member’s own tablet. That means children
can freely enjoy all the content they love without happening upon all that mom
and dad would rather they didn’t see. With a quick tap on a profile at the top
of the screen, the entire experience magically changes into that family
member’s personal tablet as their own content, including personalized
recommendations, appear on the display.
“Share” brings NOOK Profiles to life. The ad follows the 7-inch NOOK HD
through the house, family member by family member, as each attempts to keep
the captivating device to him or herself: a young girl hides away in her
closet reading Cat in the Hat, Dad tucks himself into an empty bathtub to
peruse Rolling Stone, and a little boy holes up in the doghouse watching
Disney Pixar’s Brave, until finally, Mom gets her turn. The family’s golden
retriever is there every step of the way, sniffing out each hiding place.
“When we set out to develop a campaign for NOOK HD and NOOK HD+, there were so
many innovative aspects worthy of attention – from spectacular resolution,
weight and design to brand-new content and shopping features – but only 30
seconds to fit them into,” said Glenn Kaplan, Creative Director at Barnes &
Noble. “We ultimately zeroed in on something we knew was important to our
customers and unique to these devices: they are at once totally personal and
completely shareable. We recognized the opportunity to create a story these
customers could relate to.”
The campaign was developed by Barnes & Noble with advertising partner Mullen
and directed by Todd Field of Smuggler, with visual effects by Logan NY.
“The tablet battle will be in full swing this holiday,” said Dave Weist,
Executive Creative Director, Mullen. “We knew we had to focus on product
design and user interface but we also had to wrap this in a human story that
transcended tech and specs. That personal connection to reading in all its
wondrous forms is deeply rooted in the NOOK brand.”
The spot, which can be viewed at www.youtube.com/NOOK, will break tonight on
The X-Factor, The Office, Glee, Scandal and The Voice, and is scheduled for
over one billion impressions nationally, across all major networks (ABC, NBC
Universal, CBS and Fox) plus cable networks (e.g. Food Network, HGTV, Bravo),
during all top-rated network shows. This unprecedented television media buy
will include broadcast on primetime programming like The Voice, Modern Family,
X-Factor, Dancing with the Stars, The Big Band Theory, Grey’s Anatomy, Two and
a Half Men, Mike & Molly, NCIS, 2 Broke Girls, New Girl, The Mindy Project,
The New Normal, Once Upon a Time and many others. The commercial will also be
broadcast during the Macy’s Thanksgiving Day Parade and the American Music
Awards, a first for Barnes & Noble. Additional media elements also include a
presence on CNET this Fall.
Just in time for the holiday season, the new NOOK HD and NOOK HD+ are
optimized to deliver unparalleled experiences in the areas that company
research showed NOOK tablet owners use most: reading, Web, video and email.
The reading experience is unmatched, offering beautifully rendered text,
magazines in spectacular HD and lightning fast page turns. In fact, NOOK HD
boasts the world’s highest-resolution ever on a 7-inch tablet and NOOK HD+ has
a stunning 9-inch full HD display. Thanks to top-end processors, the newly
designed Web browser in NOOK HD and NOOK HD+ is super-fast, making it simple
and smooth to surf favorite sites with a tap, pinch and zoom. New to the Web,
ArticleView™ allows you to customize your online reading experience. Both NOOK
HD and NOOK HD+ offer access to a collection of popular movies and TV shows
through new NOOK Video. And an all-new built-in email app offers new features
in an easy-to-use, clean format that supports a host of popular personal and
work-related email services including Microsoft^® Exchange ActiveSync.
Starting at the low prices of $199 for NOOK HD and $269 for NOOK HD+, nearly
half the cost of the leading large-format tablet, both products deliver an
amazing value for customers. NOOK HD is available in “Snow” and “Smoke” and
NOOK HD+ is available in “Slate.” Experience the entire NOOK family of
products at www.nook.com or at the NOOK Digital Shops and displays in one of
Barnes & Noble’s more than 700 bookstores and other leading retailers
including Best Buy, Target and Walmart. Barnes & Noble offers Always Free NOOK
Support ^ in all of its neighborhood bookstores, with more than 40,000
NOOKsellers across the country ready to assist customers with setting up their
NOOK devices or choosing their next great read.
About Barnes & Noble, Inc.
Barnes & Noble, Inc. (NYSE:BKS) is a Fortune 500 company and the leading
retailer of content, digital media and educational products. The company
operates 689 Barnes & Noble bookstores in 50 states, and one of the Web’s
largest e-commerce sites, BN.com (www.bn.com). Its NOOK Media LLC subsidiary
is a leader in the emerging digital reading and digital education markets. The
NOOK digital business offers award-winning NOOK^® products and an expansive
collection of digital reading and entertainment content through the NOOK
Store™ (www.nook.com), while Barnes & Noble College Booksellers, LLC operates
667 bookstores serving over 4.6 million students and faculty members at
colleges and universities across the United States. Barnes & Noble is proud to
be named a J.D. Power and Associated 2012 Customer Service Champion and is
only one of 50 U.S. companies so named. Barnes & Noble.com is ranked the
number one online retailer in customer satisfaction in the book, music and
video category and a Top 10 online retailer overall in customer satisfaction
according to ForeSee E-Retail Satisfaction Index (Spring Top 100 Edition).
General information on Barnes & Noble, Inc. can be obtained via the Internet
by visiting the company's corporate website: www.barnesandnobleinc.com.
NOOK^®, NOOK Store™, NOOK Video™, NOOK Video Apps™ are trademarks of Barnes &
Noble, Inc. Other trademarks referenced in this release are the property of
their respective owners.
Follow Barnes & Noble on Twitter (www.bn.com/twitter), Facebook
(www.facebook.com/barnesandnoble) and YouTube (www.youtube.com/user/bnstudio).
About NOOK Media LLC
NOOK reading and entertainment products make it easy to read what you love,
anywhere you like™ with a fun, easy-to-use and immersive digital reading
experience. With NOOK, customers gain access to the expansive NOOK Store™ of
more than 3 million digital books, plus periodicals, comics, apps, movies and
TV shows, and the ability to enjoy content across a wide array of popular
devices through free NOOK Reading Apps™ and NOOK Video apps, available at
www.nook.com/freenookapps. NOOK owners receive Always Free NOOK Support in any
of Barnes & Noble’s nearly 700 bookstores. Find NOOK devices in Barnes & Noble
stores and online at www.nook.com, as well as leading retailers including Best
Buy, Walmart, Target and many others. NOOK products will also soon be
available in the United Kingdom throughwww.nook.co.ukandleading retailers.
For more information on NOOK, follow us on www.twitter.com/nookBN or
www.twitter.com/nook_UK and www.facebook.com/nook.
Barnes & Noble, Inc.
Mary Ellen Keating, 212-633-3323
Carolyn J. Brown, 212-633-4062
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