To promote his newest thriller, "Private Vegas," author James Patterson wanted to create a unique reading experience that mirrored the adventurous spirit of the book. Prior to its release, 1,000 readers snatched up access codes for an advanced digital version. The challenge? Finish the book in 24 hours before it "self-destructs" (disappears from their tablet or e-reader). To add more pressure, a microsite was built where readers could access their personal profile and "steal time" from other readers by clicking icons on a map. For the hefty price of $294,038, one fan could buy a trip on a private jet to an undisclosed location to see a physical copy of the book detonate (accompanied by a bomb squad, of course) and have a five-course meal with Patterson.

Launch the campaign
Published
July 2015
Topics

The Story

To promote his newest thriller, "Private Vegas," author James Patterson wanted to create a unique reading experience that mirrored the adventurous spirit of the book. Prior to its release, 1,000 readers snatched up access codes for an advanced digital version. The challenge? Finish the book in 24 hours before it "self-destructs" (disappears from their tablet or e-reader). To add more pressure, a microsite was built where readers could access their personal profile and "steal time" from other readers by clicking icons on a map. For the hefty price of $294,038, one fan could buy a trip on a private jet to an undisclosed location to see a physical copy of the book detonate (accompanied by a bomb squad, of course) and have a five-course meal with Patterson.

The site was built using HTML5 and the statistics were monitored using Google Analytics.

The Technology

The Results

The campaign was featured on popular blogs and news sites, including The New York Times, BBC, Mashable, Weird, Discovery Channel, and The Huffington Post. All codes to download the book were claimed in seconds during the five-day campaign.

54.6

Average words read per minute

$294,038

Cost of the in-person experience

Launch Date Jan. 21, 2015