The Icarus Deception - Seth Godin & Penguin Books Case Study

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Seth Godin; instigator, entrepreneur and ruckus-maker returned to London on the 17th January to present his new book, The Icarus Deception, including a reading and a Q&A, at the Mermaid Theatre. The iconic publishing brand Penguin who published Seth’s book engaged us to devise an original and remarkable way to allow audience members on the night to gift a copy of the book and share ideas in social media.

So we worked with Penguin to create a web-based mobile application to do just that.

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The Icarus Deception - Seth Godin & Penguin Books Case Study

  1. 1. Web Application for SethGodin & Penguin Books
  2. 2. Seth Godin; instigator, entrepreneur andruckus-maker returned to London 17th Jan 2013 to present his new book, The IcarusDeception at the Mermaid Theatre, London.
  3. 3. Ourbrief?
  4. 4. Penguin Books asked us to devise an original and remarkable way to allow audience members on the night to gift a copy of the book and share ideas in social media.
  5. 5. So we worked with Penguin to create aweb-based mobile application to do just that.
  6. 6. We focused on running the app via Twitter as its an idealplatform for event-based sharing
  7. 7. The premise was simple – each member ofthe audience could gift a copy of the book to two people they find inspiring on Twitter, and send a personal message directly to them.
  8. 8. How itworked...
  9. 9. Audience members were given aunique code and url to access the app on their mobile or tablet.
  10. 10. The app workswith Twitter’s API,so users wereasked to login viaTwitter to sendtheir gift.
  11. 11. Users were askedto selectsomeone they’refollowing.
  12. 12. Then apersonalised phototweet is createdusing therecipient’susername and TheIcarus Deceptioncover…
  13. 13. The phototweet andcopy are sentto therecipient onTwitter…
  14. 14. Et voila!
  15. 15. A phototweet is sentto the luckyrecipient…
  16. 16. To claim theirfree book, usersare sent to aredemptionpage wherethey verify theirTwitteraccount…
  17. 17. And inputtheir detailsfor postage…
  18. 18. And finally,they can senda tweet backas a thank-youfor the freebook…
  19. 19. Results?
  20. 20. Over 40%
  21. 21. ...of event attendees used the app
  22. 22. Over 700,000
  23. 23. Over...reached on Twitter 700,000
  24. 24. Seth remarked
  25. 25. the app was ‘brave &fascinating’
  26. 26. Penguin were also happy...“Harkable were brilliantly collaborative throughoutthe whole process and clearly understood our briefat inception - from developing an original creativeidea through to elegant design and execution.The app earned a fantastic response rate from theaudience, with many positive comments about theconcept and user experience.”

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