The Drum Awards for Marketing - Entry Deadline

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Date: Nov 2019
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The New York Public Library is offering the deal of the season this Black Friday: "100% off books" for "unlimited time only." More can be seen at

For the second consecutive year, the Library has created a tongue-in-cheek, retail-reminiscent Black Friday campaign calling attention to all of the materials and services that patrons can receive completely for free at their local branches (all year round). The campaign (created in-house) encourages patrons to "put it all on your library card."

Last year, the acclaimed campaign included a full-page NY Times ad and digital component. This year, the campaign is entirely digital, being shared on social media and with over 1.1 million NYPL email subscribers.

The campaign starts with, "Black Friday Bonanza: Everything is Free at your local public library—Literally!" and states that "100% off Everything" is being offered "for an unlimited time only" with "free returns!"

Additionally, the campaign offers special recommended book packages to ensure there's something for "everyone on your list."