Disney Publishing Worldwide: Digital Children’s Book Launch

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A is for App…and A+ Coverage

The proliferation of tablets, smart phones and other digital platforms is creating infinite content choices for today’s parents and kids. Disney Publishing Worldwide, long a leader in children’s publishing, recognized this shift as an opportunity to engage a new generation of families in reading digital books. As Disney Publishing prepared to launch its first storybook app, Don’t Let the Pigeon Run This App!, based on the New York Times best-selling book series by Mo Willems, 360PR was enlisted to create immediate, mass awareness and downloads of the app. 360PR strategically cast the Don’t Let the Pigeon Run This App! launch as a bigger picture story on how prominent authors and publishers are collaborating in the tablet era.

We debuted Don’t Let the Pigeon Run This App! with a media day, blogger event and wide-reaching review program, spurring coverage by Entertainment Weekly, People, CNET, MacWorld, The Huffington Post, Popgadget, Parents Magazine, MomTrends, TheiPhoneMom, Cool Mom Picks, Grandparents.com and many more. Engaging bloggers early, we reached 580,000 followers, with Twitter accounting for more than three-quarters of the online conversation about the app.

Finally, we pin-pointed exactly the right reviewers with compelling story materials and messaging, earning meaningful, merchandisable accolades such as Cool Mom Picks’ Editors Best Tech: The Coolest Apps for Gradeschoolers, MSNBC’s Gadgetbox’s December Best iPad Apps for Kids, CNET’s Best iPad App for Kids, and a 5-star review from Common Sense Media. Visibility in all the right places helped Don’t Let The Pigeon Run This App! quickly climb to the coveted App of the Week spotlight on iTunes and download success.