Scholastic To Launch “this is teen” Initiative

Extensive and integrated teen community to include Facebook, SCVNGR, and national tour featuring bestselling authors Meg Cabot, Libba Bray, and Maggie Stiefvater

New York, NY, April 7, 2011 /PRNewswire/ — This spring, Scholastic, the global children’s publishing, education, and media company, will launch “this is teen,” an integrated and comprehensive initiative to connect teens with their favorite authors and books, while building a community of readers. Components of the extensive program which kicks off on April 26, 2011, will include a dedicated Facebook page (www.facebook.com/thisisteen), location-based mobile gaming technology via SCVNGR, and a national tour featuring bestselling and acclaimed authors Meg Cabot (“Abandon”; April 26, 2011), Libba Bray (“Beauty Queens”; May 24, 2011), and Maggie Stiefvater (“Forever”; July 12, 2011), whose new books will be published later this spring/summer.

“Our goal with ‘this is teen’ is to create a destination and a community for readers—a virtual book club experience where the conversation starts with books,” said Stacy Lellos, Vice President of Marketing, Scholastic. “this is teen is about going where teens are and harnessing the connectivity of Facebook, the in-world exploration of SCVNGR, and the intensity that exists between readers and their favorite authors in order to create a fully interactive, reader-driven experience.”

The “this is teen” dedicated Facebook page is a content-rich, teen-focused destination where readers can connect and communicate with authors and other readers. Launching on April 26th to coincide with the release of Meg Cabot’s first book in a new paranormal trilogy, “Abandon,” the permanent Facebook page will also feature ongoing exclusive author videos, blog entries, contests, trivia, giveaways, and will highlight a wide selection of young adult authors and books published by Scholastic.

Scholastic will be the first publishing partner of SCVNGR, the location-based mobile gaming application platform that enables consumers to participate in challenges at specified locations using their smart phones. Starting on April 26th, SCVNGR will engage teens across the country through exclusive “this is teen” book-related challenges at participating bookstores, where they can accumulate points, and be instantly enrolled in a sweepstakes for prizes. Some of the challenges include tasks such as coming up with the best opening line for a story, snapping photos of specific titles at participating bookstores, and getting books signed at author events.

“When targeting a teen audience, it’s absolutely crucial to include a mobile component in your brand’s campaign to drive engagement and recall,” said Chris Mahl, SVP and Chief Brand Alchemist at SCVNGR. “Not only will SCVNGR’s social game engine create deeper engagement for the audience already in bookstores, it will also provide a platform for friends to share their in-store experiences, effectively driving more traffic to bookstore locations.”

The “this is teen Live” multi-city national tour featuring bestselling authors Meg Cabot, Libba Bray, and Maggie Stiefvater kicks off on May 24, 2011, with major bookstore events in five markets including New York, San Francisco, Chicago, Boston, and Miami. Select “this is teen Live” events will feature exclusive tour-specific exclusive challenges on SCVNGR. The list of confirmed author events is as follows:

  • May 24, 2011, Barnes & Noble in Carle Place, NY
  • May 26, 2011, The Scholastic Store in New York, NY
  • June 13, 2011, Books Inc. in San Francisco, CA
  • June 15, 2011, Anderson’s Bookshop in Naperville, IL
  • June 16, 2011, Wellesley Booksmith in Wellesley, MA
  • July 23, 2011, Books & Books in Miami, FL

For more information about “this is teen,” the “this is teen Live” national tour, and to download digital images and author information, visit http://mediaroom.scholastic.com/thisisteen.

About SCVNGR

SCVNGR is a game. Playing is simple: Go places. Have fun and share with your friends. Check-in, snap pics, do the social check-in or try a challenge! Everywhere you go, you’ll earn points and start unlocking real-world rewards at over 12,000 locations (think free ice cream!). SCVNGR makes it easy to share where you are and what you’re up to with your friends on SCVNGR, Facebook and Twitter. Start playing SCVNGR by downloading our free iPhone & Android app. SCVNGR is funded by Google Ventures, Highland Capital Partners and Balderton Capital. Visit www.scvngr.com to learn more.

About Scholastic

Scholastic Corporation (NASDAQ: SCHL) is the world’s largest publisher and distributor of children’s books and a leader in educational technology and related services and children’s media. Scholastic creates quality books, print and technology-based learning materials and programs, magazines, multi-media and other products that help children learn both at school and at home. The Company distributes its products and services worldwide through a variety of channels, including school-based book clubs and book fairs, retail stores, schools, libraries, on-air, and online at www.scholastic.com.