Witness Protection Programme gets taken to The Blue Zone

Witness Protection Programme gets taken to The Blue Zone

June 17th 2007

Digital agency Naked Penguin Boy was commissioned by Harper Collins Publishers to create an online viral campaign as part of their online PR work for the nationwide release in paperback of 'The Blue Zone' by Andrew Gross.

The Blue Zone microsite consists of a game, a competition and information about both the book and the author. The game called "Capture Kate" is based on the novel which is the riveting tale of a family forced into the Witness Protection Program and a young woman's (Kate) perilous quest to uncover the dark secrets of her father's past. The objective of the game is for the users to place their men in surrounding squares in order to totally surround Kate, thus capturing her.

The online microsite was created to provide a central platform where community marketing could be directed to. This gave the target audience an opportunity to engage with the book and it's narrative on an interactive level.

The game was promoted through advertising on "Living TV" in an effort to aid the online PR push. Capture Kate was seeded across various community websites at least two weeks before the Book launch and during the month post-release, to drive traffic to the microsite.

Online PR extended the activity with competitions, reviews and news features, predominately across websites with a female skew and where possible homepage coverage and newsletter inclusion was negotiated to maximise exposure and increase purchase potential.

For more information contact:

Rowan Heasley, Commercial Director
Tel: +44 [0] 207 490 4338 | +44 [0]207 490 0430
Email: rowan.heasley@nakedpenguinboy.com

Web: http://www.nakedpenguinboy.com/

Background information:

Naked Penguin Boy is a new media agency in design and entertainment. They specialise in content creation and development focusing on websites, microsites and interactive animations as well as games for DVD, CD and online. Based in London, the company is all about creative design creating collaboration between like-minded media professions and a mix of award-winning talent. Other clients include Universal Pictures, Warner Brothers, Polydor, Playboy Casino, Inter Casino, Mansion and Readers Digest.