Underground Book Club: Dracula in Love

Prologue
Our Challenge
Generate authentic online buzz for Dracula in Love.
Our Approach
Engage readers in an authentic social media book club conversation…
Pin-point influential online brand ambassadors who love books.
Empower readers to share with their established personal networks and drive traffic to the Dracula in Love landing page.
Create an immersive, multi-media experience that gets readers involved and buzzing…

I. Sharpening the Fangs with Customization
FROM 50,000 TO 55
Using proprietary staffing technology, Attack! pin-pointed 55 out of 50,000 nationwide online brand ambassadors who were avid readers, vampire-fiction enthusiasts and active social media users.
What do you think about vampires? Do you read historical fiction?
How many Facebook friends do you have?
How often are you online?
50,000
Registered Attack! Online Brand Ambassadors
12,000
Potential Online Brand Ambassadors in Ten Target Markets
400
Qualified Applications Received and Reviewed
150
Ideal Readers Identified
55
Selected by the Dracula in Love Publicity Team to receive Advanced Reading Copies of the book

II. Biting into the Internet with Social Media Buzz
THE POWER OF WORD OF MOUTH
The agency sent them an advanced reading copy, a custom link to the book’s landing page, and cryptic instructions to begin the book club adventure. Underground Book Club readers were empowered and encouraged to share. Some of the elements used in support of Dracula in Love were:
Trackable links to Dracula in Love landing page
#DraculaInLove Twitter Hashtag
Daily Questions and conversation starters on the Underground Book Club Facebook Fan Page
Blog Comments and Posts

III. Drinking the Blood of Innovation
BEYOND SOCIAL NETWORKING
The Underground Book Club created an immersive media experience, organizing daily Facebook conversations, engaging readers with “characters” from the book through phone calls and social media, and hosting an intimate online video chat with author Karen Essex.
Intimate Live Chat between author Karen Essex and readers

IV. Birthing the Immortal with Tracking and Archiving
Tracking & Archiving
The Underground Book Club campaign for Dracula in Love produced results:
6,710
Social Media Impressions
619
Click Thrus
9.2%
Click Thru Rate
Extensive Media Content Generated
With multiple points of contact between the Underground Book Club and Online Brand Ambassadors, the amount of media created was staggering. The campaign sparked hundreds of conversations and thousands of social media shares.
All media, including Facebook and Twitter screenshots, audio recordings and video screencasts, is available to the client for future use.

Epilogue
LIVING ON…
We started with a book and helped write the story of its release. We created:
Online Buzz
through social media sharing
Authentic Engagement
through online conversations and an immersive media experience
Traffic & ROI
rivaling book bloggers, traditional advertising and other Internet marketing methods

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Underground Book Club: Dracula in Love

by Attack! Event Staffing, Field Support & Guerrilla Services on Oct 04, 2010

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Underground Book Club: Dracula in Love — Presentation Transcript