The Bookseller.com

3rd July 2009

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DK enters 'Second Life for Teens'

30.10.07 Alison Flood

Dorling Kindersley is reaching out to teens to promote its Christmas title Do Not Open, with a new promotion through teen-focused online virtual world Habbo Hotel.

Along with Habbo Hotel, DK has created a new game, the Do Not Open Quest, which has attracted over 1,000 participants within its first week. The game sees teens following the quest through a series of five rooms themed around the book. In the form of their own avatar, they can collect clues to complete the quest, which enables them to explore the worlds featured in the book, such as the Bermuda Triangle or Cheyenne Mountain.

Entrants can play the game as many times as they like but to win a copy of Do Not Open and Habbo credits, they can only enter the competition once. DK marketing and PR director Hermione Ireland said: "We are excited about this venture: achieving over a thousand entrants for our game within one week proves that the 'Second Life for Teens' model is working. We expect to double this number in the near future."

Dorling Kindersley Second Life Alison Flood