Marketing is never one billboard, one commercial, or one event. The perfect example? Recent success in cross-media marketing for things like book or movie releases. Seeing as the product has a story built in (a major bonus), marketing teams are learning how to capitalize on this advantage and develop a captivating cross-media marketing experience for their consumers.
Mashable’s Eric Larson took a look at the new campaign for Loud Evolution, a Goran Racic novel. The book’s protagonist exists not only within the novel’s pages, but also on Twitter, posting references to things he would be doing if he lived in the real world and not just in Racic’s imagination.
Along with Twitter, Loud Evolution has a very shareable trailer, which will hopefully generate buzz and connect with those who need a little more than a poster in the subway to order the novel.
“The book follows protagonist Loud as he gets pulled into a shadowy, power-hungry organization. It seems like a standard thriller novel from an outsider’s perspective, only here, Racic expands the story with cross-media elements: the Twitter account, a blockbuster-esque trailer (above) and a complete Minecraft recreation of the Chicago Loop.
Racic says it’s more than just marketing — it’s a multi-dimensional social experience to complement the book.
‘The overall idea is to have a story that’s unfolding in real life,’ Racic tells Mashable.
‘There’s so much technology available for storytelling. It just feels natural to combine everything.’
How it works: After watching the trailer, readers move on to read the novel. The Twitter account, then, picks up Loud’s experiences where the book leaves off. Racic is currently writing Loud Evolution’s sequel, so the tweets, which began June 24, tell a series of shorter stories to loosely transition into the second book. Racic says readers can expect the sequel toward the end of the summer.
‘The Twitter feed isn’t a direct continuation of the novel, necessarily. It’s just a collection of [Loud]’s thoughts as he completes different missions and assignments,’ he says. ‘The first book is an origin story. But now, before the next book comes out, his tweets will let him — and his new role, as you’ll see from the book — stay fresh in readers’ minds.’” Read the entire Mashable story.
Speaking of cross-media marketing, check out our blog post “Fictional Web Design in Real Life”.
Even though we’re not awesome thriller novel characters, we still post some cool stuff on Facebook, Twitter, Pinterest, and Tumblr!