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HarperCollins has appointed digital marketing agency Tandem Collective to host its first global Readalong to mark the publication of Don Winslow’s book City on Fire.
The Readalong will work with 250 Bookstagrammers and BookTokkers in seven languages across 11 territories including the UK, US, New Zealand, Australia, France, Italy, Spain, Germany, Japan, Mexico and Sweden, making it Tandem’s most international and collaborative campaign to date.
The campaign begins today (26th April) which is also the day of publication in most territories. Bookstagrammers will be creating flat lays, reels and stories and will respond to creative challenges for organic user-generated content. They will be sharing geo-targeted retail links and content.
The campaign will also include direct message (DM) groups for private discussions, exclusive videos, audio clips and chats with the author, daily reading guides, background information on the book shared via QR codes, a Q&A with the author via Instagram Live and exclusive content shared via Whatsapp.
For TikTok, Tandem will be working with influencers in all territories with a strong focus on fans of crime and thriller novels, who will be challenged with creating videos based on the content of the book.
City on Fire is the first book in a new contemporary crime trilogy. It follows hero Danny Ryan through the wanderings and struggles of a lifetime as he rises from defeat to create an empire.
Chantal Restivo-Alessi, HarperCollins chief digital officer and c.e.o. for international foreign language, said: “We are thrilled to join forces with Tandem Collective to host this Readalong for Don Winslow’s City on Fire. We can’t wait to see how fans around the globe engage with the event.”
Naomi Bacon, founder of Tandem Collective, added: “Since our first Readalong in 2016, it has been my long-term ambition to create a global and multilingual community around a shared love of books. Seeing the Readalong cards translated into multiple languages, being privy to DM groups of Bookstagrammers based all over the world, and watching the team’s collaboration and excitement is a dream come true for me. We’re extremely excited to be working with HarperCollins on this huge global campaign.”