Characters go live in Stephen King campaign

Characters go live in Stephen King campaign

Five of Stephen King’s classic characters are being brought to life in a digital content campaign to introduce his upcoming novel Mr Mercedes (Hodder & Stoughton), to be published next week (Tuesday 3rd June).

Five mini-animations have been created, each featuring a different character who will reveal more about the eponymous Mr Mercedes. The videos will be released via Facebook in the run-up to publication.

The campaign was launched this morning (Thursday 29th May), with media partner the Telegraph posting the first animation, which features The Shining’s boy hero Danny Torrance.

Hodder worked with marketing and communications agency The Upside, which devised the creative strategy of bringing King’s characters to life to highlight the breadth of his storytelling and increase the audience beyond his typical fan base. The concept is executed by director-animator Andrew Griffin.

On publication day, the animations will be edited and released as one long introduction to the novel, with a new scene revealing Mr Mercedes himself to readers.

Mr Mercedes has been described as “a riveting cat-and-mouse thriller”, which follows retired cop Bill Hodges on the trail of an escaped serial mass-murderer, who committed one of his crimes while driving a stolen Mercedes.