To launch James Patterson’s
new book,
We decided to blow it up
To cement James Patterson’s reputation as The Master of Thrill, we decided to take the usual thrill of reading one of his novels to an unprecedented height.
The Self-Destructing Book, the most thrilling reading experience ever created. We gave away the new book, "Private Vegas" for free before the book was officially released. The catch, they had just 24 hours before it self-destructed.
"Changing the publishing industry."
HOW IT WORKED
Before the official release, We gave away the book for free. The catch, you had 24 only hours to race to the end of the book before it disappeared in an arresting fashion.
Commercials highlighting our unusual Self-destructing book got people talking.
THE RELASE
We released the book through James Patterson’s social channels.
The posts themselves were—of course—self-destructing, too.
THE EXPERIENCE
Surprise visuals added to the reading experience.
"It's a new storytelling tool: Building heightened emotions into the reading experience."
Readers got connected through the book and could “sabotage” other readers by stealing some of their precious time.
People that got their hands on free book shared their experiences. Shared their experiences in real-time, and the internet followed.
CASE STUDY
