New Program to Encourage Reading
Random House Children’s Books, a division of Random House Inc., has introduced a new program titled “Color to Read,” a loyalty program designed to reward children as they take the first steps toward independent reading. Starting in August, the back cover of select color and activity titles will be tagged with a Color to Read cutout token. The program works by allowing consumers to collect the tokens and redeem them for selected titles from the Step Into Reading program.
Consumers can visit ColorToRead.com to print and fill out a book request, and mail it with their tokens to Random House Children’s Books.
The company has launched the program by including a free promotional token in 2 million Thermos lunch boxes this month. It is also utilizing a direct marketing ad campaign and online and e-mail advertising to spread the word about the existing launch.