Miriam Robinson takes a look at Hodder's plans for Sandhya Menon's When Dimple Met Rishi.
To use a limited timeframe (the book was acquired at this year’s London Book Fair; Hodder will publish on 1st June) to capitalise on the buzz that was already building internationally, and create a word-of-mouth success in the UK.
Widespread blogger support in the YA community, as well as weekly reviews in magazines planned for publication throughout the summer.
A social media teaser campaign used the cover motif of an iced-coffee cup as a visual device for all announcements. Digital influencer outreach, NetGalley campaign, interactive “re-create the cover” competition, targeted Instagram advertising.
Creative challenges for young people’s reading groups were created and distributed through The Reading Agency; a Twitter challenge was set for booksellers to pose with the book and iced coffee - and there is more to be revealed...
Activity on the Chapter 5 stand at the YA Lit Con in July.