The Marketing genius of Pottermore.
Imagine, if you will, the perfect 21st-century marketing campaign. First, you'd probably want to start with a teaser. Perhaps a little clue somewhere that will lead people to a branded "coming soon" webpage that will attract 100,000s of Twitter followers within hours. A day or so later, you'd tell a story guaranteeing you blanket press coverage surrounding your product. You'd want to use that free advertising to direct millions of people to your own corner of the web, where you would extract their email address and build up their sense of anticipation and excitement by telling them that something "unique" will be happening there soon. This unique thing will then enable you to tease out further demographic details from the website's visitors. You will also be able to flood them with information about a brand new and reasonably priced range of products which cost you next to nothing to produce and which will garner you (at a rough estimate) several gazillion pounds sterling. On the way, you'll also be able to slip in some advertising for the products you already have out on the market, not to mention reminding everyone that (as luck has it) you also have a film coming out in a month too. Yes, Pottermore.com is a stroke of genius.
Once again, JK Rowling and her marketing team have left the rest of the publishing world standing while she blazes a trail into the record books. I'll eat my hardback copy of The Deathly Hallows if the Harry Potters aren't the fastest-selling ebooks in history by the end of this year – and I can only tip my hat in admiration.
First, there's the simplicity and brilliance of the marketing campaign outlined above. Then, there is the clever way the Rowling machine has ensured fans new and old will want to visit the new, ebook-selling platform by offering them what sounds like a genuinely enjoyable and worthwhile experience. Is there a Harry Potter devotee anywhere who isn't just a little curious about advertised nuggets such as the story of "Professor McGonagall's love for a Muggle as a young woman" or how Mr and Mrs Dursley met? What Potter fan wouldn't want to answer a Rowling-devised questionnaire to sort them into the relevant wizarding house, or go through the process of finding the right wand? It's also easy to imagine that millions (and I don't use that figure loosely) will want to add their own contributions to the site. It promises to be an excellent interactive experience – just the sort of thing to give you a warm glow and put you in the right frame of mind to start buying.
Oooh! McGonagall backstory!