Penguin Books



To promote Khaled Hosseini's ‘And the Mountains Echoed' we created a page for page digital interpretation of the novel and allowed people to contribute to it over time.

Campaign Components

  • Strategy
  • Website Design & Development
  • Social Media
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Most profit from book sales happens after launch but the hype happens before.

Book sales and their marketing support are front loaded at launch when media attention peaks and fans pay a hard cover premium. But most of the profit is made post launch when the masses continue to purchase the paper back throughout the year.


Create hype for the novel that would last for the entire year.

By adding a non traditional "mid book lifecycle" marketing approach we wanted to generate and sustain interest that would drive both media and consumer attention long past the hardcover release.


Create an interactive website that allowed users to bring their favourite passages to life

With the help of readers, and exclusive content from the author we created a page for page digital interpretation of the the novel that was revealed over 365 days.


1 best selling book
2.5 minutes average time spent on site
100+ fan-created pages
Webbys nominee