Reality Check
New Young Adult Title Blurs boundaries between fiction and the real world … and puts a new spin on product placement.
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Aside from the spotlight shone on the book as a result of the controversy, its interactivity has allowed Joyce and his marketing team to be creative and, in some cases, revolutionary with its marketing campaign. “Some of [the promotion] we want to do, like the book, blurs the boundary between marketing and narrative,” Joyce says. “And I think … that’s the most interesting way to put this book out—not with a lot of ads, which we’ll do after the book launches.
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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