HarperCollins Exec Reveals Secrets to Successful Online Book Marketing
Extra: Are there any exciting campaigns you’re working on that are different than anything you’ve done in the past?
Yamaguchi: One of our very exciting campaigns is for Michael Crichton’s “NEXT”— www.nextgencode.com. We created an online campaign that explores the world of the book. There’s a very detailed site that is—at first glance—not obviously connected to Crichton’s book—it is a faux genetics company called NEXTgencode. And through this site you can see a host of videos, click into various support sites, and check out and friend the nextgencode MySpace page. Our hope was to engage readers in a fun and entertaining way, and really entice them into seeking out “NEXT.” We tapped the creative agency Honest—their Web site is www.stayhonest.com —to create the online campaign—all the sites and the videos—and they did an amazing job.
- Companies:
- HarperCollins