Terry Hayes - I Am Pilgrim.
Launching an 800-page hardback debut thriller into a market dominated by such household names as Dan Brown, Philippa Gregory, James Patterson, Khaled Hosseini and a certain Robert Galbraith (AKA J.K. Rowling) is no mean feat. A carefully planned pre-publication strategy included special DVD box set-style advance reading copies for reviewers, bloggers and retailers, London Book Fair stunts, a sampler of the first chapter for independent bookshops and a social media teaser campaign. Outdoor advertising on the London Underground ran from publication day, along with targeted digital search ads, a third party promotion via press ads in Metro and a full publicity campaign, which led to the book being selected as a Simon Mayo BBC Radio 2 Book Club choice. The result – a No.4 Sunday Times bestseller and the biggest selling debut of 2013.
For the paperback edition, a larger marketing campaign was put together to include a range of outdoor, radio, print and digital advertising. An interactive social media element took themes from the book and required users to play a series of micro-games within a Facebook app. They were encouraged to share and return daily over the course of two weeks with the aim to prevent a viral outbreak on the world. This was further incentivised with a competition entry mechanic. I Am Pilgrim went on to become one of the biggest selling paperbacks of 2014
"The work you have done on both the hardback and paperback has been truly outstanding. The whole campaign has worked on so many different levels and reached into so many areas, it has really done the book proud. No writer could have asked for more!" - Terry Hayes
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