Penguin UK partners with beActive for multi-platform strategy to new book series


By Ishbel Macleod, PR and social media consultant

October 14, 2011 | 2 min read

Penguin UK has partnered with transmedia production company beActive to create a multi-platform strategy for its exciting new young adult book series from up-and-coming author Ali Cronin.

Penguin UK is looking to replicate the level of interactive success that Sofia’s Diary had around this major new YA brand for 2012.

The series was developed in house by Penguin UK’s IP development team.

The first element of beActive’s digital offering will be a multiplatform entertainment experience, aimed at creating lasting engagement with the target audience. This will launch online to coincide with the publication of the first book in the series, No Such Thing As Forever, in July 2012.

beActive and Penguin UK are also collaborating on bespoke digital product, including enhanced eBook publications containing exclusive material.

Nuno Bernardo, beActive’s Managing Director, said: “This partnership – which is one of the first of its kind – is about leveraging our core strengths in a marketplace where the publishing and content industry are going through a revolution.

“Books have always been important in our multi-platform approach; all of our teen transmedia projects were extended to books, from Sofia's Diary to Aisling's Diary and Bia & Fred. This time we have chosen a property that existed first as a book series and are transforming it into a full transmedia experience. In partnering with Penguin UK we are marrying our expertise in creating rich multiplatform story worlds with an exciting new IP that speaks to an audience we both know well.”

Amanda Punter, publishing director, said: “This is the first IP to have been developed by Penguin’s Genesis project, and we’re delighted to have found such an innovative and forward-looking partner as beActive. Together we will create top-quality content to be exploited on multiple platforms, which increasingly reflects the way teenagers today want to experience entertainment brands.”


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