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Rankin’s Rebus hits right notes

07.08.07 Alison Flood

Orion is running the first ever publisher promotion with music-based social networking site Last.fm, as part of its year-long campaign for Ian Rankin. The campaign centres on Rankin's final Rebus novel, out on 6th September.

Last.fm, which has more than 20 million users around the world, recommends music to users based on what they play on their computers or MP3s.

Orion's promotion, starting on 16th August, will see a dedicated area of the site host exclusive Rankin/Rebus top 20 playlists, with a Rankin essay on music, an author video, audio extract and cover image of the as yet untitled book. Banners and ads will drive users to the Rebus area; the page will click through to Amazon for pre-ordering.

"I really wanted to focus on the music aspect of the books as this potentially will be Rebus' swansong, and I think that there are so many opportunities now to exploit the specific cultural and musical crossovers that are important to Ian's writing," said senior marketing manager Claire Brett. "Working with Last.fm will enable us to invert this relationship—we'll introduce new fans to the books via the music."

The campaign will also feature nationwide outdoor advertising and an outdoor projection on the chimney of Edinburgh's Caledonian Brewery on launch date, as well as the specially created Rebus beer.

Book Ian Rankin Orion Alison Flood

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