NOOK Color campaign boosts Barnes & Noble

Ted MarzilliCEO YouGov Direct
May 17, 2011, 7:48 PM GMT+0

Barnes & Noble has made consumer perception gains on Amazon with its new “Read Forever” marketing campaign for its NOOK Color Reader’s Tablet.

The company’s 60-second spot for the newly updated product, made in collaboration with Mullen, portrays readers of all ages, some with NOOK tablets and others with books. Featuring a whimsical, Dr. Seuss-like narration, the cast of professional actors and real people pledge to “Read Forever”.

After kicking off the campaign April 25th with a 16.4 buzz score, Barnes & Noble has closed the gap with Amazon and moved up to a current 23.8 score.’s buzz score has remained consistently in the low 30s.

Barnes & Noble and were measured using YouGov BrandIndex’s Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, was it positive or negative?"

Brand Index Buzz, 18+