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The Most Innovative Book Launch Promotion?

The Most Innovative Book Launch Promotion?

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Published by: Crowdsourcing.org on Oct 14, 2010
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02/03/2013

The Most Innovative Book Launch
Promotion?
Author uses crowdsourcing creative to promote
book about how the Internet is killing print
SEATTLE, Oct. 14 /PRNewswire/ -- Author Richard Hine has teamed up with Zooppa, the world's largest
source for user-generated advertising, for the first-ever book launch to use crowdsourcing for multimedia
promotional content. Hine challenged Zooppa's global community of creative talent to produce ads
promoting his debut novel Russell Wiley is Out to Lunch - an edgy corporate satire that reflects on the
challenges of print media in the digital age. With $15,000 in cash awards, participants were asked to submit
creative content to spark interest in Hine's novel and encourage readers to buy a copy. The Zooppa
community responded with a wealth of creative content including videos, print ads and web banner ads.
A jury of luminaries from the media and advertising industries were assembled to select the best
submissions. In addition to Hine, himself a former VP of Marketing at The Wall Street Journal, the group
included the Chairman of Global Strategy at Ogilvy & Mather Worldwide and a former Chief Creative Officer
at Leo Burnett International, among others. Members of Zooppa's creative community also voted on
submissions to award their top seven favorites. Visitht tp: // zoo p p a .c o m /co n tes t s/a ma zo n -en c o re -v id e o -
contest for the full list of jury members.
The first-place jury-selected video was awarded to a submission from a Zooppa member from Nashville. The
video features a dynamic "Brady Bunch" montage of characters from the novel while an actor who plays
Wiley raps about his troubled life. The submission "brings the story to life," says Hine. "The interplay
between characters is also excellent." Jury member Jeff Hayzlett, former CMO of Kodak, enjoyed the "out of
the box idea" and thought the "visuals mesh well with the storyline." The winner will receive the $6,000 first-
place prize and his work will be featured in Amazon's new AmazonEncore imprint website.
Visit these URLs to view the top four jury-selected video submissions and the Zooppa staff award:
1.h tt p: // zo o pp a .c o m/a ds / am azo n- e n c ore -v ide o -c on t e st/ v id eo s /m y-n a me -is -ru s s e ll- wi le y
2.h tt p: // zo o pp a .c o m/a ds / am azo n- e n c ore -v ide o -c on t e st/ v id eo s /r us se ll- w ile y- is - ou t -t o- lu n c h-1 3
3.h tt p: // zo o pp a .c o m/a ds / am azo n- e n c ore -v ide o -c on t e st/ v id eo s /r us se ll- w ile y- is - ou t -t o- lu n c h-c o rr ec te d
4.h tt p: // zo o pp a .c o m/a ds / am azo n- e n c ore -v ide o -c on t e st/ v id eo s /r us se ll- w ile y- is - in -d e e p -d e ep -t ro u b le
Staff:htt p: // zoo pp a. c o m/ad s / am a zo n- e n c ore -v ide o -c ont e s t/ vid e o s /p ie ces -v 9 1
Zooppa's work with Richard Hine marks the first time a high-profile book launch has turned to user-
generated content for promotional material. Book trailers provide opportunities for authors and publishers to
raise awareness about upcoming releases and crowdsourcing this content adds additional impact and
engagement. Zooppa CEO Wil Merritt says, "We are thrilled with the collaboration between our creative

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