Campfire joined forces with Apple TV+ to develop a series of educational content marketing initiatives around Apple TV+’s series Ghostwriter. Ghostwriter is a children’s mystery series following a group of young detectives in Brooklyn. When a ghost haunts a neighborhood bookstore and starts releasing fictional characters into the real world, four kids must team up to solve an exciting mystery surrounding the ghost’s unfinished business. The Apple TV+ team approached Campfire to develop a series of additional resources for parents and children to create excitement and awareness for the show.
The team developed two key content initiatives that were produced, shot and delivered in quarantine titled ‘Beyond the Page’.
Ghostwriter: Beyond the Page features on-platform bonus content, activities, and challenges for young adventurers. Hosted by children’s book author D.J. MacHale, four bonus videos star Donna (played by Hannah Levinson) as she revisits some of the series’ beloved books: "Alice in Wonderland," "The Jungle Book," "Trinity," and "Frankenstein." Presented as video diary entries, the videos follow Donna as she embarks on a journey to write her own original story. Throughout each video, “Ghostwriter" characters will pop in and help Donna tackle various challenges in the writing process.
As a companion to the bonus videos, viewers have access to an online activity guide that matches up with Donna’s journey, available on Apple.com. This bonus content was also distributed to libraries via the Youth Outreach Coordinators at various State Public Library Systems which was supported as part of National Library Week, April 4-10, 2021.