Kirsten Grant has asked us to clarify what Puffin mean by the term 'webraiding' as used in their plans to promote the new novel by Kevin Brooks. She tells ACHUKA, "When we use the term 'web raiding', we mean that we will be engaging opinion formers of influential blogs and web communities. We will be giving them extra tools and assets so that they can help us launch the campaign and get the word of mouth on the book going. So, the bloggers themselves will be discussing the title and adding credibility - it's not us spreading hype ourselves."
Justin Renard, in charge of the campaign, adds: "Achuka has a point with regard to the 'trendiness' of webraiding, as it has been used by a number of corporations that are seeking a quick boost to sales. But successful campaigns from the likes of the hit TV series LOST and Heroes, and the cult film Donnie Darko, are evidence that when a company or agency takes the time to contact opinion makers in key markets and give them something to really engage with, that the market will take heed. For Being specifically, we have created a website to host an online discussion that will launch in the next few weeks (about 6 weeks ahead of publication), and we feel strongly that the story is both powerful and engaging enough that readers will be glad we made this discussion space available for them.
A few key schools and reading groups have been invited to be the premiere posters on the site, so that they can expand their reading discussions beyond the walls and interact with like-minded students in other parts of the country... ...
Puffin has been careful to leave the opinion-making in the hands of the public. When the books hit shelves in March, we are hopeful that there will be enough discussion in the virtual ether to keep the debate raging onward! Kevin Brooks will also be participating in the site - popping in unexpectedly to add further ideas and comments to keep the debate going."
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