Since it was published in hardback in January this year, psychological thriller The Ice Twins has become a best-seller. To celebrate the release of the paperback edition, HarperCollins is launching a large scale interactive out of home campaign through Ocean.
Planned by MediaCom, with creative by 20Ten, the campaign is a media first for a publishing house in deploying out of home wifi connectivity at Ocean’s full motion Eat Street @Westfield London screen to offer readers a free, downloadable extract of the book via their mobile devices.
Shoppers are then invited to share their thoughts about the extract via Twitter using the hashtag #IceTwins, with selected tweets appearing on the large format screen itself.
Hannah Gamon, senior marketing communications manager at HarperCollins Publishers said “We know The Ice Twins is a book people can’t stop talking about so we wanted to bring them into our marketing campaign. It’s really exciting to work with Ocean, 20Ten and Mediacom to deliver such a unique experience which I know will continue to drive Ice Twins fever all through the autumn.”
The campaign is supported a wider outdoor marketing campaign in London and nationwide.
The Ice Twins, written by S K Tremayne, is one of the bestselling debut thrillers of 2015 with bloggers and critics widely selecting the title as their ‘thriller of the year’. It climbed to No 6 in The Sunday Times bestsellers charts and has sold steadily throughout the summer across hardback and ebook.
The Ice Twins was published in paperback on September 3, 2015. It has also been selected as one of the Richard & Judy autumn book club titles – The full list of which will be released on the September 3, 2015.
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