Quercus Books is to host a digital-led "Day of the Girl" celebration of Lisbeth Salander, the heroine of Stieg Larsson’s Millennium series, on the character’s birthday on 30th April.
The Day of the Girl campaign will centre on Salander and “her significance in literature as a feminist heroine”, as well as serving as a reminder that the character is due to return in the fourth book in the Millennium series, The Girl in the Spider’s Web by Swedish journalist David Lagercrantz, in August.
It will include online activity from Knopf, Penguin Canada, Hachette Australia and Hachette New Zealand, and Twitter Books will be sharing content with their 1.97 million followers worldwide throughout the day. Quercus will also be working with trade and media partners such as Waterstones, iBooks, Buzzfeeds and crime fiction bloggers, and promoting the Day of the Girl via Hachette UK’s online communities with exclusive content and competitions.
Content will include videos of Lagercrantz in which he will talk for the first time about Salander and what she means to him, as well as Twitter cards, blog pieces by MacLehose Press editors and a piece by Quercus author Louise O’Neill (winner of the YA Book Prize and the Newcomer of the Year Award at the Irish Book Awards).
Waterstones and independent bookshops will be supporting the campaign both online and in stores with Lisbeth Salander-branded packs. These will include balloons, ribbons and notecards asking “How would you describe Lisbeth Salander? #dayofthegirl”. Every bookshop that tweets a photo or emails the Quercus marketing team pictures of their display and/or notecards will automatically be entered into a prize draw for a crate of wine and a hamper of goods for their shop. Quercus will also release Day of the Girl branded balloons in central London.