2010 GOLD

SMALL BUDGETS

THIRTEEN REASONS WHY VIRAL CAMPAIGN

THIRTEEN REASONS WHY (NOVEL), PENGUIN

Benjamin Schrank, Publisher
Emily Romero, VP Marketing

GREY

Tor Myhren, Chief Creative Officer
Don McKinney, Exec. Creative Director
Elaine McCormick, CD/Writer
Fran Sheff-Mauer, CD/Art Director
Angela Leali, Account Supervisor
Nick Childs, Director
Denise Rasberry, Producer
Regan Meador, Strategist

13 Reasons Why, a book on a difficult subject--teen suicide, had only $50,000 to compete in the competitive young adult books category. We needed quickly to gain word of mouth. To do this, we re-created the mysterious tapes, seeded a video on YouTube and blogs. This started a dialogue and user generated contents, wherein teens were creating their own video versions of the story. Within 3 months we were #3 on the New York Times Bestseller list.