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Self-Destructing Book

Award: Wood Pencil

Wood Pencil / Digital Marketing / Integrated Digital Campaigns / 2015

For the launch of James Patterson's latest book Private Vegas, Mother wanted to demonstrate that even after publishing over 90 books, he's still the master of thrill. Reinventing the reading experience by making it a thrilling race against time, Mother gave people just 24 hours to read Private Vegas before it self-destructed. The campaign offered two versions of the book. An outrageous $294,038 physical version was promoted via an online film, while 1,000 free digital copies were released to readers. The campaign site tracked readers progress in real time, generating a community of fans all reading against the clock.

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