In the "For What It's Worth ..." category:
UK's Orion Books is taking a filmic approach as it becomes the first publisher to advertise a new book using the ATM:ad medium, which enables advertisers to run campaigns using ATM machines.
Orion will promote the UK paperback edition of Promise Me by Harlan Coben on 28 London-based ATM machines where users will see a short film ad. The ads will run for 4 weeks and are expected to be seen 240,000 times, once for each transaction. The printed receipt will also have an ad for the book.
Julie MacBrayne, Marketing Executive at Orion Books, said: "We wanted to increase the profile of the marketing campaign, so we decided to use the film as a way of advertising on ATM cash machines. We are the first publisher to do this, and we believe ATM:ad is an incredibly exciting, new way of grabbing the attention of consumers whilst also capturing the imagination of retailers and the in-house sales force. "
View the 9 second ad on YouTube here. [Mystery Books Editor's Note: We haven't been able to find an "official" source of the ad, but we'll keep looking!]
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