Tuesday, September 21, 2010

Creative Marketing: Andrea Cremer's NIGHTSHADE

I know you've heard of this book, right? It was part of the Penguin Five, and all my favorite writers have been raving about it.

Here's the GoodReads description:
Calla Tor has always known her destiny: After graduating from the Mountain School, she'll be the mate of sexy alpha wolf Ren Laroche and fight with him, side by side, ruling their pack and guarding sacred sites for the Keepers. But when she violates her masters' laws by saving a beautiful human boy out for a hike, Calla begins to question her fate, her existence, and the very essence of the world she has known. By following her heart, she might lose everything--including her own life. Is forbidden love worth the ultimate sacrifice?

But I admit being a bit reluctant to read it. I mean...another werewolf book?

Then Kiersten White tweeted this:
And I sat right up.

So I did a bit of poking around. And I saw how Penguin's got some really cool marketing going on for Andrea Cremer's NIGHTSHADE. First, some bloggers have been getting this:

This is the box that was sent to Alea at Pop Culture Junkie. That's a calla lily, wrapped in purple paper, to match the cover. Pages from CRIME AND PUNISHMENT surround the flower, and do you see that tiny key tied to the ribbon? It's actually a flash drive with some videos!

And that's cool--but the videos (also on YouTube) are *way* cooler:

This is, essentially, a video prequel to the book. And even though I haven't read NIGHTSHADE (yet) I'm *so* going to now, and I *so* see what Kiersten means. This video is told from the POV of Shay, the male MC of the book, and there's actually a series of them (four so far) as Shay explores his new home in Vale, CO. And...I so want to know what happens. It almost looks like ghosts are involved, but I don't think it's as simple as that.

This is an entirely interactive experience--Shay not only has his own YouTube channel (although I suggest that you start there), he's also got a Facebook Page. And, after video four...I'm wondering if some of his friends commenting on his wall are really his friends....

But he's also got a blog page, and it's filled with creepy pictures, sketches by Shay, and more.

Look, I know it's all marketing--but it's pretty darn creative marketing, and it's a lot of fun! This is all supposed to be a sort of "prequel" to the book, and the idea of making the background an interactive discovery is just brilliant.

As for me? I so pre-ordered the hardcover. And now I just have to wait until October 19! And if you're still on the fence about it, here's the teaser trailer for the novel:

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