"The word we always used was 'groundbreaking,'" says Scholastic executive editorial director David Levithan. "We wanted to be the first out there to introduce this kind of multidimensional thing."
The books, the cards, and the Web site each has an equally significant role to play, and there is nothing quite like that in the market. The scope of the Web site and the depth and richness of the online game are very ambitious for a children’s book property, and that, along with the cards and books, makes this series unique.
• The 39 Clues Countdown widget: starting July 23, a countdown widget clock will be distributed to various outlets online, including retailers’ Web sites, social media outlets, as well as parents’, educator and technology blog sites.
• TV advertising campaign: a 30-second commercial will air in 17 markets in the U.S. more than 6,000 times starting in mid-August, reaching more than 17 million households.