Creativity in Public Relations » e-book http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 New e-Book Developed by Online Community http://blogs.hillandknowlton.com/ryanpeal/2009/03/20/new-e-book-developed-by-online-community/ http://blogs.hillandknowlton.com/ryanpeal/2009/03/20/new-e-book-developed-by-online-community/#comments Thu, 19 Mar 2009 22:20:29 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=525 Today the results of a great consumer-participation competition go live today thanks to best-selling author James Patterson.  Last month the author announced the search for 28 authors from around the world to help James (we are definitely on a first name basis) co-author a new book called AirBorne through a new “chain thriller.”  James writes the first and last chapter (each chapter will be less than 750 words) and 17 lucky author winners will write the chapters in between.  Participants simply wrote less than 250 words to show off their skills, each starting with the opening sentence “The sky had turned grey as the four men walked nervously past the police car…” and letting their imagination and literacy prowess run wild.

Now the fun stuff – starting today fans can tune in each day for the next 30 days to read along together as the excitement and mystery unfolds.  The campaign was led by Borders Australia which has put together a solid campaign site, providing updates on the competition, writing tips from James, books James recommends and of course links to lots of social networks connected in on the fun, including Twitter and Facebook.

The competition works on so many levels.  First up obviously is the unique prize – being a “co-author” with James Patterson is a huge, money-can’t-buy opportunity.  And if just being a co-author isn’t enough the 28 finalists will receive some of the only printed copies of the book and one winner gets a 1:1 master class with James via phone – a huge buzz builder.  Today’s world is all about creating stuff that can be shared with friends – photos, blogs, tweets, videos, short stories, etc. – so this campaign also connects to this growing trend so naturally. The campaign also works on the buzz level – an easy idea to tell a friend to raise awareness of the campaign through friends and strong word-of-mouth.  And of course site traffic should be huge for the campaign, as the only place to read the story over the next 30 days.

Some great key learnings to keep in mind for your next campaign.  How can you make it easy for people to get involved through the creation of some fun content that they’ll want to make the time to produce?  What unique and “WOW” prize can you develop to persuade people to participate? And are you working all of the social media networks to really add excitement to the campaign and make it seem as large and accessible as possible?  Great things to consider to help your next campaign be a big success.

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