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.

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.

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