Club Crackers kicked off National Book Month by partnering with New York Times bestselling author Lucy Score to launch the Book CLUB House.
Bringing Score’s popular series "Riley Thorn" to life, the Book CLUB House features exciting easter eggs — from decorations to character-inspired rooms — allowing guests to conduct their own investigations and uncover hidden gems.
Starting Monday, guests and book clubs can reserve a stay at Score's hometown located in Harrisburg, Pennsylvania, where the series takes place, via HomeToGo.
In addition to easter eggs, Club Crackers has stocked the house from floor to ceiling with snacks (because who doesn’t enjoy a good book and a good snack?).
The Kellanova brand is also including two unreleased flavors in the treats, Sweet Hawaiian and Cinnamon Sugar, which will be available nationwide in 2025.
For a spookier take, Book CLUB House guests can explore the city using Score’s curated itinerary and look forward to tarot card readings, scenic hikes, and winery excursions, all a nod to the series.
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The Book CLUB House makes for the perfect getaway or a hideaway for guests and book club members who want to spend the weekend curled up with a book or immersed in a writing workshop to be the next bestselling author.
It makes for an unforgettable brand experience, an innovative take on experiential marketing.
Flipping the Page of Book Marketing
The collaboration with Score is one among many of Club Crackers’ partnerships with famous personas in the book industry.
This tactic not only banks on the expansive reach of popular authors and organizations, but also leverages the massive #BookTok cult following.
According to Club Crackers, #BookTok has more than 220 billion viewers on TikTok, and book club event listings are on the rise.
@clubcrackersus 🃏Our tarot cards are on the table! Club wants to host YOUR Book Club this fall at our Riley Thorn-inspired house right where the novel is set: Harrisburg, PA! You and your Club can stay in rooms inspired by Riley, Griffin, and other characters while snacking on Club Crackers and discussing what Riley is up to in Lucy Score’s latest book, The Body in the Backyard. 🔮 Book Clubs can enter for a chance to book one of three different two-night stays in October at the Book CLUB House for up to 8 guests starting today at 10:00 am ET by visiting HomeToGo.com/BookCLUBHouse 🕵️ You’ll have another chance to enter next Monday, don’t forget to set your alarms, so you don’t miss it! NO PURCH NEC. US/DC; 21+ to enter. Ends 10/15/24 @ 10:00:00 AM ET. Rules: https://bit.ly/bookCLUBhouse. #bookclub #booktok #fallbooks #spookyseason ♬ original sound - Club Crackers
By taking a step out of the page and into reality with the Book CLUB House, the brand is strengthening its bond with book lovers, increasing recognition, and building loyalty.
Kellanova Crackers Director of Brand Marketing Carrie Foose expresses her excitement about the campaign in a press release:
"As a staple on spreads and platters at any book club gathering, we know how special it is for your club to connect over experiences that take the story beyond the book.
We can't wait to bring the world of Lucy Score to her fans and watch this first-of-its-kind immersive experience come to life."
Brands invest in experiential marketing executions to give consumers a firsthand taste of their products or services.
Last month, Ludacris teamed up with Booking.com for the Welcome to Atlanta Summer Send-Off, with four lucky guests getting the chance to stay at his mansion for two nights.
Editing by Katherine 'Makkie' Maclang
