Once again, the Young Adult genre is innovating the publishing industry. For the cover reveal for Cassandra Clare’s new Infernal Devices book, Clockwork Princess, publisher Simon and Schuster hosted a new type of release, one that certainly garnered a lot of interest.
Clare’s Mortal Instruments books are one of the young adult genre’s most popular long-running series, and the Infernal Devices books are the prequel stories to this series. However, books one and two have been equally popular. (Infernal Devices book one, Clockwork Angel got an RT Top Pick! review and a nomination for a 2010 RT Reviewers’ Choice Award.) So we are not surprised that the artwork for Clockwork Princess, which will hit stores in early March 2013, has fans buzzing. However, we certainly didn’t expect to be treated to such an exciting cover release.
Last week on the Infernal Devices series website, the new cover was posted — but it was behind an opaque veil. And as fans tweeted with the hashtag #ClockworkPrincess, the veil slowly disappeared. Within two hours there were over 30,000 tweets and the cover was completely visible. (You can see how the cover reveal came together here.)
The cover originally appeared on the site at 3:00 pm and the full artwork was available to see by 5:00 pm, but the tweets kept rolling in. At 7:00 pm there were more than 100,000 tweets from readers. And the fervor still continues. It’s been a week since the unveiling, yet people are still talking about the upcoming book release and the nifty cover reveal.
So who was the brain behind this intriguing marketing push? The senior digital marketing manager of Simon and Schuster Books for Young Readers, Matt Pantoliano, came up with the idea to put the power into the hands of fans. Pantoliano, who was partially inspired by the reveal of a Batman poster a few years ago, told Publishers Weekly that it seemed like Cassandra Clare’s books would be a good fit for this type of reveal as her fans are Twitter savvy and the author’s upcoming film adaptation of the City of Bones has kept the energy about the series (and traffic on her site) at a high level. Which makes this just more fuel for the fire!
With such a positive response to the exciting cover reveal, we speculate that readers can expect more of this type of fan-driven release in the future. This type of event makes a big impact on readers, by giving us strength in numbers that is not just figurative but literal, as well.