Skulduggery Pleasant
Harper Collins Publishing
The Brief
Skulduggery Pleasant is a children’s book about a little girl who teams up with a wisecracking skeleton of dead wizard to unlock the mystery of a strange key.
Hyperlaunch were briefed to create an online campaign that engaged the target audience of 7-13 year olds.
The activity needed to reflect the book storyline and characters
Deliverables
Hyperlaunch developed a ‘quest’ that reflected many aspects of the book and introduced the key characters.
This was supported by a sms based ‘secret code’ entry route published in offline advertising to drive users online.
Additionally media support from key websites was secured by including them within the quest. Users could unlock exclusive sections by obtaining codes found on other sites.
Results
10,500 unique players of the quest
1,300 secret sms codes used
20,000 visitors
Major support obtained from Jetix and Amazon
http://www.skulduggerypleasant.co.uk/
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