Publisher Hodder & Stoughton has appointed digital marketing agency TAMBA as its online marketing partner for the launch of the new David Nicholls novel ‘One Day.’
TAMBA has produced an interactive website, www.oneday-twopeople.com, which features a digital mini-series of viral videos and downloadable podcasts to create a ‘web story’, introducing the novel’s plot and main characters. Three podcasts will appear on Wednesday, Thursday and Friday this week. Some of the episodes are also being seeded on the Independent’s website.
“We approached TAMBA as we had seen the high quality viral campaigns they produce. We wanted to create a campaign that would be a talking point in itself; a campaign with the potential to compete not just with other books, but with the very best of modern entertainment,” said Laurence Festal, Head of Consumer Marketing at Hodder & Stoughton.
“We wanted to harness the incredibly moving story that is One Day and create something that would immediately encourage the audience to find out more about this novel.”
Visitors to the site can subscribe to a daily newsletter, which provides launch updates and ‘teasers’ of online content.
TAMBA will be extending the website activity with a Facebook fan page for the novel, inviting users to comment on the viral content and discuss the title with other fans.
“Being involved with such an innovative project has allowed TAMBA to launch a unique website, providing information with an element of mystery which has successfully generated interest surrounding the novel,” said Kay Hammond, CEO of TAMBA. “Teaming exclusive web content with downloadable podcasts and a Facebook fan page is creating a fantastic buzz.”
This is the first publication that Hodder & Stoughton has launched with extensive original online content with the intention of creating a viral effect.
One Day will be released on June 11. Author David Nicholls has previously written series 3 of ITV drama ‘Cold Feet’, bestselling novel ‘Starter for Ten’ and also wrote the BBC adaptation of ‘Tess D’Urbervilles’ last autumn.
TAMBA will be seeding the mini-series on a collection of networking sites.
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