HarperCollins installation brings young Victor Frankenstein to life

“This Dark Endeavour” is a young adult novel about the early life of Victor Frankenstein.

The bookshelf installation aimed to recreate one of the core motifs in the book.

Users scanned the shelf to find the hidden book.

The app allowed used to unlock information about the novel’s plot and characters.

An associated website allowed those without smartphones to view the experience.

From the sketchbook of Dr. Frankenstein.

The characters discover an ancient text in a secret library.

Book sales increased by 45% compared to the week before the campaign’s launch.

The novel’s target audience is preteen and teenage girls, ages 12 to 17.

Canadian author Kenneth Oppel.
Share this content:

To bring to life the story of Canadian author Kenneth Oppel’s new young adult novel “This Dark Endeavour," the Canadian arm of HarperCollins teamed with Toronto-based agency Dentsu to launch a mobile QR code campaign that drove in-store activity and online engagement.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above