2. DARK DAYS
WINTER ’13 GOALS
• Explore college students as a potential
audience for our teen books
• Drive attendance at our tour events
• Drive awareness of the featured books
and the Dark Days brand online !
• Gather feedback and statistics to inform
future Dark Days promotions
3. DARK DAYS
GOES TO COLLEGE!
• Partnered with an outside agency!
• 4,000 Dark Days books were distributed !
• 5 college campuses, tied to tour
locations
!
“I LOVE this author; what’s
going on? I can’t wait for the
tour.”
“I have a long ride
home and these will
be perfect.”Brigham Young University
University of Washington - Seattle
4. LOCAL ADVERTISING
• Goal: Drive attendance at tour events!
• A mix of print and digital!
• Combining local postcard distribution
and geo-targeted mobile ads
5. Huntington Beach, CA
Georgia State University
POSTCARD DISTRIBUTION
“Are you serious?
These guys are
coming tomorrow? I
need to change my
plans.”
• 24,500 postcards total!
• Distributed in each of the
tour markets before the
events
“Is this the book
tour from the
free books last
time?”
6. • Geo-targeted to tour locations!
• Ran for three days leading up to event
MOBILE ADVERTISING
3,500 contracted
clicks per tour
market
7. ONLINE ADVERTISING
• Goal: Drive awareness of and
engagement with the books and
Dark Days brand among teen
girls.!
• Ads running February-March on
Teen.com and Gurl.com!
• Nearly 1.5M contracted
impressions + sponsored
editorial placement
12. SOCIAL MEDIA
Author Twitter Chat
• 45-minute chat with four leg one
authors
• Reached close to 160,000 unique
Twitter accounts
• Resulted in over 2M impressions
19. HAPPY AUTHORS
“Brodi, Cynthia and Tahereh are
amazing women and authors, and we
had a wonderful time together, and
meeting bloggers and fans… Thank
you so much for the opportunity. I'll
never forget it!” "
–Veronica Rossi
