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
Problem
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.
Opportunity
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.
Solution
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.
Results
