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206 was asked to develop tactical recommendations in support of driving affinity, engagement and growth for the Kindle brand amongst parents of 7-12 year olds (children just breaking into chapter books).
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We suggested Kindle position itself as the presenting sponsor of Scripps National Spelling Bee, the largest and longest-running educational program in the United States, with a reach of 22 million people directly in Kindle’s target market. The result: two internationally recognized brands working together that share in the belief that reading is critically important to a child’s lifelong achievement.
Beyond fostering the relationship between the two entities, we brought Kindle’s involvement with The Bee to life by creating the Kindle Corner, an area designed for the 285 national spelling bee finalist and their families to refuel, recharge, and relax during the high stakes road to the finals.