HarperCollins, one of the world’s leading English-language publishers, was searching for new ways to leverage their digital content.  Raised Media was privileged to partake in the HarperCollins project, Pitch Black: Books with Bite, an interactive campaign to promote three highly respected authors and their vampire books.

We created a viral piece—from concept to production—to drive new traffic to the site and promote the authors and their books. The site allowed users to take an interactive quiz testing their knowledge of the books, visit the Book Tour, enter the Sweepstakes, and “pimp out” their own coffin. The interactivity was very effective at driving traffic back to the site; users could insert a personal headshot and add voice clips to the “pimped out” coffin and send it as an e-card to their friends.

The site has since become somewhat of a mini-community for the fans of the books, as well as the genre.