The document outlines a marketing campaign to generate buzz for a new book called "Dracula in Love". It involved identifying 55 avid readers on social media to receive advance copies and engage in an "Underground Book Club" online. Readers shared links and comments, participated in daily discussions, and interacted with the author. This sparked hundreds of online conversations and thousands of social shares, far exceeding traditional advertising with 6,710 social impressions and a 9.2% click through rate. The campaign successfully created buzz, engagement, and traffic for the new book release.

2. PROLOGUE
OUR CHALLENGE
Generate authentic online buzz for Dracula in Love.
Pin-point influential online brand
ambassadors who love books.
Empower readers to share with their
established personal networks and drive traffic
to the Dracula in Love landing page.
Engage readers in an authentic social
media book club conversation…
Create an immersive, multi-media
experience that gets readers involved and
buzzing…
OUR APPROACH

3. I. SHARPENING THE FANGS WITH CUSTOMIZATION
50,000
Registered Attack! Online
Brand Ambassadors
12,000
Potential Online Brand Ambassadors
in Ten Target Markets
400
Qualified Applications
Received and Reviewed
150
Ideal Readers
Identified
FROM 50,000 TO 55
Using proprietary staffing technology, Attack! pin-pointed 55 out of 50,000 nationwide online brand
ambassadors who were avid readers, vampire-fiction enthusiasts and active social media users.
55
Selected by the Dracula in Love Publicity Team
to receive Advanced Reading Copies of the book
What do you think
about vampires?
Do you read
historical fiction?
How many
Facebook friends
do you have?
How often are you
online?

4. II. BITING INTO THE INTERNET WITH SOCIAL MEDIA BUZZ
THE POWER OF WORD OF MOUTH
The agency sent them an advanced reading copy, a custom link to the book’s landing page, and
cryptic instructions to begin the book club adventure. Underground Book Club readers were
empowered and encouraged to share. Some of the elements used in support of Dracula in Love were:
Trackable links to Dracula in Love landing page #DraculaInLove Twitter Hashtag
Blog Comments and PostsDaily Questions and conversation starters on
the Underground Book Club Facebook Fan Page

5. III. DRINKING THE BLOOD OF INNOVATION
BEYOND SOCIAL NETWORKING
The Underground Book Club created an immersive media experience, organizing daily Facebook
conversations, engaging readers with “characters” from the book through phone calls and social
media, and hosting an intimate online video chat with author Karen Essex.
Intimate Live Chat between author Karen Essex and readers

6. IV. BIRTHING THE IMMORTAL WITH TRACKING AND
ARCHIVING
EXTENSIVE MEDIA CONTENT GENERATED
With multiple points of contact between the Underground Book Club and Online Brand
Ambassadors, the amount of media created was staggering. The campaign sparked hundreds of
conversations and thousands of social media shares.
All media, including Facebook and Twitter screenshots, audio recordings and video screencasts, is
available to the client for future use.
6,710
Social Media Impressions
619
Click Thrus
9.2%
Click Thru Rate
TRACKING & ARCHIVING
The Underground Book Club campaign for Dracula in Love produced results:

7. EPILOGUE
LIVING ON…
We started with a book and helped write the story of its release. We created:
ONLINE BUZZ
through social media sharing
AUTHENTIC ENGAGEMENT
through online conversations
and an immersive media
experience
TRAFFIC & ROI
rivaling book bloggers,
traditional advertising and
other Internet marketing
methods