project challenge
Rare Bird Literary Events & Promotions was looking for an innovative way to create pre-launch buzz for the fiction novel Dracula in Love by DoubleDay Author Karen Essex.
winning strategy
Attack! and Social Underground created the Underground Book Club (UGBC), a social media twist on the classic book club. Using proprietary staffing technology, 50 social media influencers and vampire-fiction enthusiasts were invited to join the UGBC. Pre-release copies of the book were sent out to readers who then engaged in daily Facebook Fan Page conversations and crafted multi-media interactions with story characters. Throughout the program, readers posted personalized links to the book's landing page on their own social media networks, creating buzz and organic impressions. At the end of the program, the most active readers were invited to an online video chat with the author.
To learn more about the Underground Book Club, visit www.ugbclub.com
client testimonial
"I expected success, but I have been blown away by the way Social Underground organized the campaign and elicited a wholly genuine response from the participants. Their innovative ideas brought freshness and excitement to the experience, and the readers have moved beyond being promoters to being true fans. I will never launch a book again without Social Underground!"
-Karen Essex, DoubleDay Author of Dracula in Love
- Introduction Call - Introduction phone call to readers from book's narrator, Mina.
- Reader Advice - Readers' Advice to Main Character.
- Book Feedback - Reader Book Feedback.
- Author Thank You - Thank You from Author, Karen Essex.
Relevant Program Links:
Underground Book Club Facebook Page
Underground Book Club on Twitter
Listen to Underground Book Club Highlights: