(Please allow me a brief smirk 
here's the news release...)
The innovative “prank” video created to launch Michelle Paver’s ghost story, THIN AIR, has been shortlisted by PR Week as one of the best publicity campaigns of the year.
There are five contenders in the “Best Use of Content” category, including Ebay, The National Trust and Otis Elevators. Views for the video to date are 5,784,559 (Facebook) and 143,761 (YouTube) totalling 5,928,320. “We will be comfortably over the 6 million mark by the time the paperback is published by Orion in October”, says Peter Cox of Redhammer, Michelle Paver’s agent.
“No book video has come close to these numbers before”, says Peter. “Most book videos are achingly dull. We wanted to talk to readers on their own own terms, in a fun but compelling way. People are still bitterly arguing over how we did it in the video comments. It just shows that books, like any other consumer product, can be marketed with great impact… if the will is there.”
The campaign was devised by Frank PR and the video directed by award-winning television director Andrew Gillman.
END
here's the news release...)The innovative “prank” video created to launch Michelle Paver’s ghost story, THIN AIR, has been shortlisted by PR Week as one of the best publicity campaigns of the year.
There are five contenders in the “Best Use of Content” category, including Ebay, The National Trust and Otis Elevators. Views for the video to date are 5,784,559 (Facebook) and 143,761 (YouTube) totalling 5,928,320. “We will be comfortably over the 6 million mark by the time the paperback is published by Orion in October”, says Peter Cox of Redhammer, Michelle Paver’s agent.
“No book video has come close to these numbers before”, says Peter. “Most book videos are achingly dull. We wanted to talk to readers on their own own terms, in a fun but compelling way. People are still bitterly arguing over how we did it in the video comments. It just shows that books, like any other consumer product, can be marketed with great impact… if the will is there.”
The campaign was devised by Frank PR and the video directed by award-winning television director Andrew Gillman.
END
