PROLOGUEOUR CHALLENGEGenerate authentic online buzz for Dracula in Love.Pin-point influential online brandambassadors who ...
I. SHARPENING THE FANGS WITH CUSTOMIZATION50,000Registered Attack! OnlineBrand Ambassadors12,000Potential Online Brand Amb...
II. BITING INTO THE INTERNET WITH SOCIAL MEDIA BUZZTHE POWER OF WORD OF MOUTHThe agency sent them an advanced reading copy...
III. DRINKING THE BLOOD OF INNOVATIONBEYOND SOCIAL NETWORKINGThe Underground Book Club created an immersive media experien...
IV. BIRTHING THE IMMORTAL WITH TRACKING ANDARCHIVINGEXTENSIVE MEDIA CONTENT GENERATEDWith multiple points of contact betwe...
EPILOGUELIVING ON…We started with a book and helped write the story of its release. We created:ONLINE BUZZthrough social m...
Underground Book Club: Dracula in Love
Underground Book Club: Dracula in Love
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Underground Book Club: Dracula in Love

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Details on how Attack! created an online buzz book club program with Rare Bird Literary Events & Promotions for author Karen Essex's new book, Dracula in Love. Participation generated hundreds of online shares and conversations, thousands of impressions and an overall 9.2% click-thru rate to the book's landing page.

Published in: Education, Technology

Underground Book Club: Dracula in Love

  1. 1. PROLOGUEOUR CHALLENGEGenerate authentic online buzz for Dracula in Love.Pin-point influential online brandambassadors who love books.Empower readers to share with theirestablished personal networks and drive trafficto the Dracula in Love landing page.Engage readers in an authentic socialmedia book club conversation…Create an immersive, multi-mediaexperience that gets readers involved andbuzzing…OUR APPROACH
  2. 2. I. SHARPENING THE FANGS WITH CUSTOMIZATION50,000Registered Attack! OnlineBrand Ambassadors12,000Potential Online Brand Ambassadorsin Ten Target Markets400Qualified ApplicationsReceived and Reviewed150Ideal ReadersIdentifiedFROM 50,000 TO 55Using proprietary staffing technology, Attack! pin-pointed 55 out of 50,000 nationwide online brandambassadors who were avid readers, vampire-fiction enthusiasts and active social media users.55Selected by the Dracula in Love Publicity Teamto receive Advanced Reading Copies of the bookWhat do you thinkabout vampires?Do you readhistorical fiction?How manyFacebook friendsdo you have?How often are youonline?
  3. 3. II. BITING INTO THE INTERNET WITH SOCIAL MEDIA BUZZTHE POWER OF WORD OF MOUTHThe agency sent them an advanced reading copy, a custom link to the book’s landing page, andcryptic instructions to begin the book club adventure. Underground Book Club readers wereempowered 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 HashtagBlog Comments and PostsDaily Questions and conversation starters onthe Underground Book Club Facebook Fan Page
  4. 4. III. DRINKING THE BLOOD OF INNOVATIONBEYOND SOCIAL NETWORKINGThe Underground Book Club created an immersive media experience, organizing daily Facebookconversations, engaging readers with “characters” from the book through phone calls and socialmedia, and hosting an intimate online video chat with author Karen Essex.Intimate Live Chat between author Karen Essex and readers
  5. 5. IV. BIRTHING THE IMMORTAL WITH TRACKING ANDARCHIVINGEXTENSIVE MEDIA CONTENT GENERATEDWith multiple points of contact between the Underground Book Club and Online BrandAmbassadors, the amount of media created was staggering. The campaign sparked hundreds ofconversations and thousands of social media shares.All media, including Facebook and Twitter screenshots, audio recordings and video screencasts, isavailable to the client for future use.6,710Social Media Impressions619Click Thrus9.2%Click Thru RateTRACKING & ARCHIVINGThe Underground Book Club campaign for Dracula in Love produced results:
  6. 6. EPILOGUELIVING ON…We started with a book and helped write the story of its release. We created:ONLINE BUZZthrough social media sharingAUTHENTIC ENGAGEMENTthrough online conversationsand an immersive mediaexperienceTRAFFIC & ROIrivaling book bloggers,traditional advertising andother Internet marketingmethods

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