HarperNonFiction has launched an innovative marketing campaign for the early e-book release of Ben Mezrich’s The AntiSocial Network, which will allow readers to manipulate the title's price by micro trading in GameStop stock.
The book is an account of the "GameStop squeeze", one of the biggest stories of the year, whereby a ragtag group of investors took on Wall Street and won by inflating the share price of American video game retailer GameStop. The book is published in hardback on 16th September.
To bring the story to life, the e-book price of The AntiSocial Network on Apple Books will be linked to the share price of GameStop to give readers the opportunity of a better deal. The site tracks the GME (GameStop) share price on the New York Stock Exchange and, as it fluctuates, so does the price of the book. Whatever the stock finishes on at the close of trading, that will be the price of the e-book, meaning the more people that buy GameStop stock, the cheaper the book's price. Readers can download their copy for as much as £9.99 or as little as £0.99.
The campaign will run for two weeks from today (13th September), with the e-book brought forward to publish on that date, ahead of the hardback. It will be supported by publicity, blogger outreach and paid social campaign directing readers to a special microsite.
Mezrich said: "Calling all degenerates in the UK! You got on a rocket ship with GME. Now it’s time to hop on again to celebrate the release of my book—which is all about you! The more you invest in GME, the cheaper my e-book gets. What’s not to like!?"
Publisher Adam Humphrey added: "The GameStop saga was all about the collective coming together to take on Wall Street. And in doing so, the power of the people sent the stock to the moon. To celebrate the release of The Antisocial Network, we want to harness the power of the stock once more to help give e-book readers a steal: the higher the GME stock goes, the cheaper the e-book gets."
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