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March 2007 - Strategy Magazine
Upfront

HarperCollins debuts book soundtrack

by Annette Bourdeau
page 9

HarperCollins Canada continues to borrow marketing tricks from Hollywood with the launch of a "book soundtrack" for Vikram Chandra's epic novel Sacred Games.

Originally intended to get booksellers revved up about the release, Steve Osgoode, director, digital marketing and business development at HarperCollins Canada, says the response was so great they decided to build a consumer promo around it, too.

HarperCollins opted to build an online promo for the soundtrack rather than in-store because web sales are easier to track. And, Osgoode says: "We thought it would be a great way to drive sales online." A limited number of CDs have been sent to retailers like amazon.ca and indigo.ca to give away as a premium with purchase.

The book, which is set in India, went for $1 million at auction last year and hit the shelves in January. HarperCollins has been building marketing initiatives since then, including a book trailer running on BookTelevision and at South Asian cinemas in Toronto and Vancouver, print ads in national dailies and online ads. Also, an interview with Chandra kicked off "Season 2" of the HarperCollins "Prosecast" podcast series.

HarperCollins worked with music producer Jody Colero of Toronto-based Audio Joe on the compilation. The 10 tracks by Indian artists include Ravi Shankar work from the Kremlin. AB

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