This Book Marketing Stunt Revives 'The Girl with the Dragon Tattoo'
Laura McQuarrie — October 13, 2015 — Marketing
References: twitter & creativeguerrillamarketing
In order to celebrate the release of David Lagercrantz' newest follow-up to 'The Girl with the Dragon Tattoo,' a Penguin Random House Canada put together a fun book marketing stunt.
With millions of books sold worldwide and a movie released with Rooney Mara, Lisbeth Salander has become a recognizable character. To generate buzz about the newest title in the Millennium Series, 'The Girl in the Spider’s Web,' 20 women were dressed up as Lisbeth Salander and sent loose in the city, handing out printed excerpts of the book at major locations in downtown Toronto, especially near big bookstores.
As an untouchable hacker in the book series, protagonist Lisbeth Salander was also responsible for "hacking" the Penguin Random House Canada social media accounts and announcing: "#theGIRLisback."
With millions of books sold worldwide and a movie released with Rooney Mara, Lisbeth Salander has become a recognizable character. To generate buzz about the newest title in the Millennium Series, 'The Girl in the Spider’s Web,' 20 women were dressed up as Lisbeth Salander and sent loose in the city, handing out printed excerpts of the book at major locations in downtown Toronto, especially near big bookstores.
As an untouchable hacker in the book series, protagonist Lisbeth Salander was also responsible for "hacking" the Penguin Random House Canada social media accounts and announcing: "#theGIRLisback."
Trend Themes
1. Live-action Book Stunts - There is an opportunity for publishers to create immersive and interactive promotional experiences for their books using live-action events.
2. Character-based Marketing - Brands can leverage recognizable characters to create buzz around their products or services, especially by using stunts or experiential marketing techniques.
3. Social Media Hacks - Companies can employ creative social media tactics, such as having a fictional character 'hack' their accounts, to generate interest and engage their audience in a playful way.
Industry Implications
1. Publishing - Book publishers can use live-action stunts and character-based marketing to promote their books and authors in a new and engaging way.
2. Entertainment - Movie studios and production companies can extend the reach of their films or TV shows by creating immersive live-events or stunts that bring their characters to life.
3. Marketing & Advertising - Advertising agencies and marketers can apply creative experiential marketing techniques, such as live-action stunts and social media hacks, to generate buzz and engage customers in new ways.
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