HarperCollins is to launch an interactive outdoor campaign at Westfield White City shopping centre in west London for the paperback release of psychological thriller The Ice Twins by S K Tremayne.
From 31st August to 14th September customers will be able to download a free sample of the book from the wi-fi hotspots around the Westfield Eat St site – a large interactive advertising billboard. HarperCollins said the campaign would reach 500,000 people.
Consumers can log into the wi-fi network via Facebook, Twitter or email and then be automatically redirected to the URL where the PDF of the first chapter will be hosted for them to read or bookmark to look at later.
Readers will be invited to share their thoughts on the sample on Twitter via the hashtag #IceTwins, with tweets running on the big screen.
Hannah Gamon, senior marketing communications manager at HarperCollins, said: “We know The Ice Twins is a book that people can’t stop talking about, and we wanted to use outdoor media to get the word out quickly far and wide whilst inviting instant feedback.”
HarperCollins has worked with Mediacom and creative agency 20ten to devise the campaign.
The campaign will be supported by adverts on LCD panels in the shopping centre itself, as well as a digital and outdoor marketing campaign in London and nationwide.
The Ice Twins will be published in paperback on 3rd September 2015.