Campaign: Pantera Press Asks ‘Who would you be in 1933?’

Campaign: Pantera Press Asks ‘Who would you be in 1933?’
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Digital marketing agency August and independent Australian publisher Pantera Press have drawn inspiration from the Buzzfeed quiz to execute a digital campaign that connects readers with Sulari Gentill’s new novel, A Murder Unmentioned.

Why does Buzzfeed appeal to us so much? This type of content marketing is successful because it is designed to be light-hearted, unconventional and reach the user personally by appearing to have an understanding of who that person is.

“With the growing role that social media plays within publishing, we are looking at different ways for people to share their online interactions in an engaging and memorable way,” says Alison Green, CEO of Pantera Press.

A Murder Unmentioned is the sixth book in the popular Rowland Sinclair mystery series set in the debaucherous 1930s. It’s a tale of scandal, betrayal, murder and intrigue as it revolves around a central premise: “Who shot Henry Sinclair?

The digital campaign brings the characters from the book to life. Readers take the ‘Who would you be in 1933’ quiz and their answers bring them to a specific section in A Murder Unmentioned. You might be a Nefarious Madame, an Adventurous Aviator or perhaps the Aussie Gatsby.

Your results direct you to a specific page in A Murder Unmentioned. Here you can find out more about the character you align to most. Characters are steeped in history and directly relate to the book. Sulari Gentill is passionate about Australian history and played an active role in helping to develop the quiz personalities. Readers are asked to share results via social media and email.

“We’re proud to be working with Pantera Press on a second digital campaign that breaks the mould of a typical book launch,” says Zoë Warne, Co-Founder of August. “Being able to connect an online experience with the physical product, A Murder Unmentioned, is all about creating engagement for the Pantera Press brand through the 1930s quiz.”

The campaign is set to run until 19 December 2014 and can be accessed here.

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Clemenger BBDO Sydney Crossman Communications UNAA

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