Amid an explosion in digital reading, Barnes & Noble (B&N) prepared to unveil NOOK Color, the first full-colour touch dedicated eReading device and the most important launch in the brand’s 40-year history.

The world’s largest bookseller leveraged its deep understanding of changing reading habits to create a game-changing device that was not only technologically superior, but designed specifically for people who love to read everything – books, magazines, children’s books and more – in vibrant, vivid colour.From the unique positioning as the first Reader’s Tablet to the unorthodox technology launch event and a carefully calibrated media strategy, the team orchestrated a unique and seamless debut for NOOK Color and created an overnight blockbuster. The rave reviews calling NOOK Color – the best dedicated eReader, best colour eReader and best Android tablet, along with other positive coverage, helped to quickly make NOOK Color the company’s best-selling product and the entire NOOK line the overall best-seller over B&N’s four decade history. With NOOK Color’s strong introduction, B&N grew its share of the eBook market 20% and reinforced its leadership position in the bookselling and technology industries by successfully communicating a laser focus on what America’s favourite bookstore knows best: reading.

We unveiled NOOK Color at the company’s Union Square store in New York City to more than 150 publishing partners and other VIPs, including a "who’s who" of leading business, technology and consumer media and industry analysts.

The event opened with a small-scale theatre production, complete with actors, dancers, a high-concept set with a giant, rotating NOOK Color replica and original music score, conceived to showcase a technology product as only B&N can: from the reader’s perspective. The dramatic presentation demonstrated "A Day in the Life" of NOOK Color’s bulls-eye consumer, a busy woman with a multi-dimensional life and diverse reading habits. Keynotes from B&N executives, media Q&A and NOOK Color demonstrations followed. Following the event, the team meticulously briefed leading technology reviewers, clearly distinguishing NOOK Color from competitors. This carefully orchestrated effort resulted in high praise and critical acclaim from leading technology and consumer media.

On the strength of NOOK Color’s Reader’s Tablet positioning, B&N:Experienced immensely successful sales - NOOK Color drove the company’s strongest holiday sales in a decade.

- Device sales helped increase holiday season eBook sales 78% over 2009.

- The entire NOOK line became B&N’s biggest best-seller ever (ahead of sensations like Harry Potter and The Da Vinci Code).

Gained credibility with influencer endorsements- "Best Standalone Color eBook Reader," "Best Dedicated eReader" and "Best Android Tablet of the Year" by Consumer Reports, Associated Press and Gizmodo, respectively.

- Gartner’s leading industry analyst: B&N "nailed it" with the Reader’s Tablet positioning.- The Wall Street Journal: "unapologetically focused on reading."Cemented B&N as a leader in digital reading- Drove a 20% increase in B&N’s share of the fast-growing eBook market by early 2011 – greater than the company’s significant share in the physical book market.