Creative Asylum Creates Innovative Social Media Campaign for the First Book in the Fairy Godmother Academy Series, “Birdie's Book”

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Hollywood-based digital agency launches groundbreaking integrated campaign for Random House’s first in the much-awaited "Fairy Godmother Academy" children’s book series.

The level of collaboration on this project has been unprecedented and we look forward to bringing this amazing series to life online.

Emmy-award winning integrated digital agency Creative Asylum announces the launch of an immersive online experience, "The Fairy Godmother Academy." The online campaign will include a social media effort to celebrate Random House’s release of "Birdie’s Book," the first in the "Fairy Godmother Academy" children’s book series.

The revolutionary campaign sets itself apart from any other children’s book launch with a cutting-edge website,, which creates a place for girls to be inspired and empowered to pursue their dreams, embrace their creativity, and follow their own unique path. Other elements of the campaign include compelling giveaways, video seeding and social networking, including a Facebook page, targeted primarily at girls ages 7 to 10.

This innovative approach will increase brand awareness for "Birdie’s Book" and the entire "Fairy Godmother Academy" series. Spearheaded by Creative Asylum Founder and Partner, Danny Johnson, the “Fairy Godmother Academy” campaign showcases Creative Asylum’s ability to launch an online campaign that reaches its audience through multiple channels. “Our team was excited to develop an integrated platform that delivered a unique, experiential campaign to the audience” says Johnson.

Creative Asylum’s Social Media strategy will directly engage and educate fans about the series and the promotion while also driving traffic to the "Fairy Godmother Academy" web experience. The website will include story-based experiences and activities that will entertain and educate users, while encouraging them to follow their dreams.

Another component of this strategy includes the creation of a trailer for the online experience that will be seeded out onto popular sites. The trailer will be used by Creative Asylum to also reach out to niche bloggers and online communities to further increase awareness and exposure for the brand.

“We’re thrilled to have a partner in Random House that embraced the combination of traditional and non-traditional marketing tactics” says Johnson. “The level of collaboration on this project has been unprecedented and we look forward to bringing this amazing series to life online.”

Another exciting element of the book launch is Random House’s Fairy Godmother "Hello Dreamer" parties, which will take place all around the country, between August 13 and 21, 2009. Girls between the ages of 8 to 13 will be selected from a database of 40,000 influencers.

Each girl who attends a party will receive a "Hello Dreamer" Party Pack, which includes one copy of "Birdie’s Book," one "Hello Dreamer" CD, 20 "Hello Dreamer" Book Pages, a "Hello Dreamer" book cover, a set of "Hello Dreamer" Wisdom cards, as well as "Hello Dreamer" Stickers and t-shirt iron-ons. In addition, each girl will have the chance to contribute four pages to a larger group Dream Book and help decorate the cover. It will be a fun, dynamic way for the fans to directly interact and spread the book’s positive message.

About Creative Asylum
Creative Asylum is an Emmy-award winning, integrated agency that develops and executes marketing campaigns for a variety of leading entertainment, hospitality and lifestyle clients. With its entertainment & brand pedigree, coupled with an approach rooted in storytelling, Creative Asylum communicates brand and product messaging for its clients in innovative, exciting ways that result in wide-ranging exposure. Creative Asylum’s clients include FOX, Warner Bros, Universal Pictures, Hilton Hotels, and EA Mobile, among many others. For more information, visit


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Joey Caroni
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