When Penguin Books Canada released Khaled Hosseini's latest novel, "And the Mountains Echoed," it created a digital companion called The Echo Project to capitalize on the author's strong following. With the help of DARE Toronto, the campaign digitally interprets the book page by page, so the site contains 402 pages of videos and pictures with varying levels of interactivity.

Launch the campaign
Published
May 2014
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The Story

When Penguin Books Canada released Khaled Hosseini's latest novel, "And the Mountains Echoed," it created a digital companion called The Echo Project to capitalize on the author's strong following. With the help of DARE Toronto, the campaign digitally interprets the book page by page, so the site contains 402 pages of videos and pictures with varying levels of interactivity.

To build this digital companion, we created a custom player. Using Google Maps, we built a live weather tool and plotted walking distances between cities to provide a more immersive experience for fans. Some pages were left blank, and users were invited to submit their interpretations of those pages directly on the site. Readers can explore, contribute and then share their findings through Facebook and Twitter.

The Technology

The Results

The Echo Project contains 50 fan-created pages. It helped forge new relationships between Penguin and Indigo Books (Canada’s largest book retailer) and was promoted by Penguin offices around the world. It received national coverage in the Canadian Press, National Post, the CBC, Fast Company, PSFK and Creativity and Creative Review, becoming the most successful book launch in Penguin Canada’s history.

1

Best-selling book

50+

Fan-created pages

2.5

Minutes average users spent on the site

Launch Date Aug. 1, 2013