In a promotion tied to release of the film adaptation of Insurgent, HarperCollins is working with Twitter to offer fans of Veronica Roth's Divergent trilogy a chance to buy a hardcover of the Insurgent movie tie-in edition at a 35% discount. The special offer will last through March 23 at 9 a.m.
HarperCollins is working with Twitter Commerce, the social media platform’s effort to offer “native commerce,” or offering firms the ability to send out tweets with buy buttons embedded in them. The new promotion will allow fans to purchase a hardcover edition of the Insurgent movie tie-in edition at a 35% discount, direct from HarperCollins, with one click without leaving the social media site. Both HarperCollins and Twitter will send out a series of promotional tweets directed at fans talking about the Veronica Roth book series and movie adaptation.
The collaboration is similar to a recent partnership between the Hachette Book Group and Gumroad, an e-commerce venture that enables creators to sell content via social media, to promote and sell Hachette titles via Twitter.
HarperCollins chief digital officer Chantal Restivo-Alessi said, “We strive to make our authors’ work available to consumers in as many ways as possible. Promotions such as this not only benefit our authors, but also our existing retail partners, who are able to take advantage of a sales halo effect that we have observed with other similar e-commerce initiatives.”