101 Ways To Stop Hating Dating Game
After an event a few years ago, Seth Godin e-mailed me a list: how to market a marketing book. I enjoyed Seth’s approach a lot. Yesterday I got this remarkable campaign, promoting the new book 101 Ways to Stop Hating Dating. See the promotional and fun video game Stop Hating Dating Game.
Our source tells us the following and interesting story: The campaign began when our client, Marty Savarick, approached us to advertise the release of his new book “101 Ways to Stop Hating Dating.”
Marty really liked the idea of doing an online campaign, and specifically wanted to do a series of YouTube videos. After much discussion we decided that a video would not be the most suitable avenue due to it’s lack of engagement, and based on the subject matter of the book, a “dating” game seemed the next natural progression.
The goal of the game was to create an engaging experience that not only create awareness for the book, but to introduce potential readers to the tone-of-voice and humor of the book. The target audience is anyone who is single between the ages of 21 and 81.
The game is set up with three major scenarios to choose from and a large variety of differentiations between them. The dates can range from perfect, where you end with a kiss and an invite for another date, to a date from hell that is very funny and sometimes very relateable.
The goals set were to sell books. We never put a defined number as a goal because we all understood the volatility and level of chance surrounding the success of a viral marketing piece.
We seeded in the traditional avenues of beginning with e-mail originating from the author and staff, moving to bulletins and e-mails on social networking sites (myspace, facebook, etc), continued to social bookmarking sites (digg, de.li.cious, etc.), link dumps (neatorama, doubleagent, etc.), posts of dating forums, and moving into posts on blogs.
To date, the site is averaging 14+ pageviews per visitor, 4+ minutes time spent on the site, and a bounce rate of only 9%, which tells us that the users that are coming in are enjoying their experience and are fully engaged, as was the goal. The total visitors is climbing steadily and we expect a large push today with the press release going out midday.
Did you happen to see the 101 Ways to Stop Hating Dating Game Weblog? I feel it’s a refreshing approach to get engagement and advocacy about the book. So, I hope the book sell well online. Tell us how you rate the campaign….
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Awesome game. HAHA… I love when the guy gets slapped. Very funny. I just hope the book can live up to the game!
@Kyle
Cool huh! Try to pick answer -C- a few times in a row
I give the book the benefit of the doubt..
Cheers
That game is awesome. I love it! I can’t wait to buy the book!!!