Book Launch via Social Media, Guerilla and WOM
German game company Ravensburger Spieleverlag GmbH was founded in 1883 and is the leader of the European puzzle market. The company publishes over 1,800 books, nearly 850 games and exports products to more than 50 countries.
Tasks: Developing social web strategy, targeting various audiences, original ideas for the launch a adolescent books, including online, offline and mobile components. Producing a trailer to tease a book. Running a social web workshop for the entire organization, social media strategy consulting.
Ingredients: Word-Of-Mouth Special (WOM), running various product tests, embedding augmented reality puzzle into Facebook, planning and running an “alternate reality game”, setup Facebook Page, Facebook events, apps, media buys, offline guerilla activities, organizing book readings with special action-loaded components, documentation (photos and videos), workshops, ongoing consulting and management.
Results: Growing a very active online community, shortlist for the "Best of Social Media Award 2012" for our Facebook friends memory, exceeding expectations and benchmarks for a book project by client were exceeded by 500%.
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