Underground Book Club: Dracula in Love
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The document outlines a marketing campaign to generate buzz for a new book called "Dracula in Love". It involved identifying 55 avid readers on social media to receive advance copies and engage in an "Underground Book Club" online. Readers shared links and comments, participated in daily discussions, and interacted with the author. This sparked hundreds of online conversations and thousands of social shares, far exceeding traditional advertising with 6,710 social impressions and a 9.2% click through rate. The campaign successfully created buzz, engagement, and traffic for the new book release.
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Underground Book Club: Dracula in Love
- 2. PROLOGUE OUR CHALLENGE Generate authentic online buzz for Dracula in Love. 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. Engage readers in an authentic social media book club conversation… Create an immersive, multi-media experience that gets readers involved and buzzing… OUR APPROACH
- 3. I. SHARPENING THE FANGS WITH CUSTOMIZATION 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 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. 55 Selected by the Dracula in Love Publicity Team to receive Advanced Reading Copies of the book What do you think about vampires? Do you read historical fiction? How many Facebook friends do you have? How often are you online?
- 4. 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 Blog Comments and PostsDaily Questions and conversation starters on the Underground Book Club Facebook Fan Page
- 5. 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
- 6. IV. BIRTHING THE IMMORTAL WITH TRACKING AND ARCHIVING 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. 6,710 Social Media Impressions 619 Click Thrus 9.2% Click Thru Rate TRACKING & ARCHIVING The Underground Book Club campaign for Dracula in Love produced results:
- 7. 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