Cross-media campaign for Fritz & Fertig
Learning chess for young and old
“We are very impressed by the many high-quality publications that the UHLMANN PR team has achieved in such a short time. It’s clear: UHLMANN PR has a solid network of family and children’s media and influencers.”
Rainer Woisin, Managing Director of ChessBase
The task
ChessBase relaunches the classic children’s chess programme Fritz & Fertig as a guidebook with free access to the online course. With a limited budget, the challenge is to promote the new book “Und plötzlich kannst du Schach” to the target group.
The implementation
In addition to parents, we primarily address grandparents with the theme of learning chess: After all, what grandparent wouldn’t love teaching their grandchild a meaningful game that can be enjoyed for life?
The result
A dadfluencer, a bookfluencer and a mumfluencer share detailed reviews of Und plötzlich kannst du Schach on their blogs and Instagram accounts. In addition, we secure features in online magazines aimed at grandparents, as well as in the children’s section of a daily newspaper.
Further Cases
Effective and with a small
budget: We place buch7
strategically on social media
and in relevant media. This is how
we reach book lovers.
Best PR practices for effective
reading promotion: Together with Baranek & Renger, we support
Tutoring for All in strategic communication.
For the book series Wieso?
Weshalb? Warum? from
Ravensburger, we realise a cross-media anniversary
campaign.