In February 2014 the world’s bestselling thriller writer, James Patterson, became the story.
James was kidnapped by a mysterious villain but this was no ordinary missing person’s case. It was a global, 7 day, real-time, multi-platform challenge designed to celebrate the breadth of James Patterson’s work, cross-promoting all the adult series to fans and introducing them to series and characters they may not have read yet.
The campaign reached almost 3 million people across our key territories and added over 4,ooo new fans to James Patterson’s Facebook page. But beyond that it; allowed us to become a figure in the fans lives with people actively scheduling the events in their diaries and adjusting their day accordingly, inspired disparate fans to become intercontinental friends - organically creating their own Facebook Group, hashtag and organizing international real world meet-ups, created a new villain that seamlessly slotted into James Patterson’s world and even saw fans collaborating to create a comic strip. The depth and quality of the campaign’s engagement has set a precedent for how James Patterson engages with his fan community.
Using existing digital platforms and combining it with a unique way to tell a story, we have created a new way for James Patterson to go beyond the book.
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