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"Postmodern" campaign for The Afterparty
11.01.12 | Charlotte Williams
Vintage Publishing is to include reader-generated content in next month's paperback edition of The Afterparty by Leo Benedictus, as well as additional material and "deleted scenes".
The trade paperback publication of the novel, in March 2011, was accompanied by a digital campaign which encouraged readers to tweet about the novel using #afterpartybook, with any comments to be printed in the new paperback edition. Readers were also invited to email in character sketches of 200 words or less, with the best one then chosen by Benedictus to be written into the novel.
Alison Hennessey, Vintage editor of The Afterparty, said: "A brilliant postmodern novel like Leo's deserved a brilliantly postmodern marketing campaign, and I'm delighted that we were able to offer readers the opportunity to become part of not just the campaign, but the book itself."