Penguin Random House
CASE STUDY

 

OBJECTIVE

EXECUTION

IMPACT

Penguin Random House approached The Syndicate to promote three novels including Morning Star (3rd book in the Red Rising series), Sleeping Giants, and Ashley Bell to 18-34 year olds via a guerrilla marketing campaign. We selected large-scale events, movie screenings and key market events to promote the three novels, focusing on gamers, fans of fiction movies/books, and comic book fans.


The Syndicate carefully chose nationally recognized events and key market-specific events to promote these novels to gamers, fiction novel enthusiasts and young adults in a successful nationwide campaign.


  • Over 28,000 books/flyers distributed across 7 events and screenings with 900,000 total attendees (key demo of 18-34 year olds)

  • Impacted at New York Comic Con where we distributed over 16,000 books/flyers inside and outside of Javits Center

  • Distributed books/flyers at the following events:

  • Comic Con International: San Diego

  • PAX Prime (Penny Arcade Expo)

  • Chicago Film Festival

  • Various movie screenings and local events