The Amulet Books imprint at Abrams has launched an “Uncover the Color” campaign ahead of the November 5 release of the eighth book in Jeff Kinney’s Diary of a Wimpy Kid series. The online promotion leads up to the August 8 unveiling of the title and cover of the new book. Puffin U.K. is also participating in the campaign.
The online feature ilets readers address questions to an interactive crystal ball, or choose from existing questions. (Sample question: “Does President Obama know the cover color?” Sample answer: “He hasn’t told me.”) The publisher hopes to collect 800,000 “shakes” of the crystal ball by August 8; as of this morning, there were already more than 5,000. Mini-games and trivia are also part of the promotion, and Abrams will use Twitter and consumer advertising to drive traffic to wimpykid.com. The cover/title reveal will take place online and at a yet-to-be-announced live event.