Penguin Young Readers Group Partners with Ogmento to Launch Augmented Reality Application for Vampire Academy Signature Edition on November 25th

New York, NY - November 24, 2009 – Richelle Mead's novel Vampire Academy will become the first U.S. book to incorporate new Augmented Reality technology into the reading experience. On November 25th, Razorbill, an imprint of Penguin Young Readers Group, will publish an Augmented Reality (AR) limited edition, signature hard cover of the first book in the New York Times bestselling series, which currently has more than 2.25 million copies in print. Using advanced Augmented Reality technology, the book cover will layer text, images and video to give fans of the paranormal series a unique virtual experience. Penguin Young Readers Group is the first U.S. publisher to use this technology in conjunction with a published book.

Unlike other recent Augmented Reality campaigns which require black and white geometric markers to trigger the virtual experience, Penguin's campaign will feature a new "image tracking" technology. When fans visit and hold the cover of the Vampire Academy signature hardcover up to their webcams, the cover will come to life and share a special message from the author. Most notably, this application will have a viral component, as fans will be able to transfer their own photo onto the cover of the book and share that image with friends via email, social networks, and mobile devices. As an added bonus, a secret gesture will reveal the cover image of Spirit Bound, the fifth book in the series, which is due out in May 2010.

Penguin partnered with Ogmento, a company that creates and publishes Augmented Reality games, to create the interactive experience. To promote the campaign, Penguin will run a full-page ad in People Magazine in the December 7th issue which will also activate the Vampire Academy AR experience.

"When we first discovered Augmented Reality, we were blown away by the possibilities. Teens are incredibly tech savvy. They are constantly talking about their favorite authors, watching and creating book videos, and trading book recommendations online. With Augmented Reality, they can take it one step further and have a personalized, interactive virtual experience with their favorite book," said Don Weisberg, President of Penguin Young Readers Group.

Brian Selzer, Co-Founder of Ogmento commented "Our vision is to mix fiction and reality in fun and engaging ways. Penguin's team enthusiasm and the Vampire Academy series were a great inspiration to create this unique user-generated augmented reality experience. Millions of fans have already been immersed in the fictional storyline; now they can get immersed in the real book cover - and share it with the world."

There are currently 2.25 million copies of Richelle Mead's Vampire Academy series in print. The Daily Beast has dubbed Vampire Academy, "the obvious heir to the Twilight throne." The hardcover signature edition of Vampire Academy will feature Mead's embossed signature on the cover of the book, as well as the first chapter of Spirit Bound. Penguin will release 100,000 copies of the limited edition.


by Richelle Mead
Razorbill Hardcover
on sale November 25, 2009
352 pages


Penguin Group (USA) is the U.S. affiliate of the internationally renowned Penguin Group. Penguin Group (USA) is one of the leading U.S. adult and children's trade book publishers, owning a wide range of imprints and trademarks including Berkley Books, Dutton, Frederick Warne, G. P. Putnam's Sons, Grosset & Dunlap, New American Library, Penguin, Philomel, Plume, Puffin Books, Riverhead Books and Viking, among others. The Penguin Group is part of Pearson (FTSE: PSON; NYSE: PSO). Pearson is an international media company with market leading businesses in education, business information and consumer publishing. For more information, visit

Ogmento was founded in 2009 by industry veterans committed to bringing Augmented Reality (AR) experiences to the mainstream. Ogmento is a developer and publisher of mobile and webcam-based AR games and entertainment products, made in collaboration with the best and brightest AR makers in the world. "Put a Spell", Ogmento's first original mobile AR game is set for release in late 2009. The company has offices in New York and Los Angeles.

Media Contact:
Shanta Newlin
Penguin Young Readers Group
(212) 414-3630