RANDOM HOUSE
ILLUMINAE FILES
Random House approached us with the challenge of launching their biggest fall title, Illuminae, through a multi-phase, fast-paced digital campaign. The project required a landing page featuring a countdown timer, a dynamic teaser video, and a series of content rollouts structured as monthly sprints. To meet this challenge, we crafted a multi-sprint campaign strategy that leveraged digital storytelling, multimedia engagement, and coordinated content releases, maintaining momentum and building anticipation from the pre-launch phase through the book’s release.
—
Treatments
Animation
Production
RANDOM HOUSE
ILLUMINAE FILES
APPROACH
The campaign needed a digital presence for the book’s launch, followed by a series of video teaser releases.
This landing page featured a countdown clock to the on-sale date (October 20th) and showcased the book art with links to major retailers for pre-orders.
We produced a teaser video for social media and the landing page. The video was optimized for multi-platform use, including Instagram, Twitter, and the landing page. Following the launch, we planned content sprints on the 20th of each month from May to October, leveraging the book’s narrative structure (dossiers, classified files, hack logs) to create visually striking multimedia content. The authors were integrated into the rollout, generating custom content and amplifying campaign momentum.
RESULTS
The Illuminae campaign exceeded Random House’s expectations. The countdown feature maintained audience interest as the on-sale date approached. The teaser video garnered significant engagement across social platforms, driving substantial traffic to the landing page.
By leveraging content sprints, the campaign remained dynamic, keeping readers engaged and excited. And, the collaborative integration of author-created content brought a personal touch to the campaign.
Illuminae launched as the biggest fall title, achieving high pre-order numbers and generating significant online buzz.
partner they’ve always been.
