Publisher Hodder & Stoughton has appointed TAMBA as its online marketing partner for the launch of new David Nicholls novel 'One Day'.
TAMBA has produced the interactive website www.oneday-twopeople.com, which features a digital mini-series of viral videos and downloadable podcasts which introduce the novel's plot and main characters.
Three podcasts will appear on Wednesday, Thursday and Friday this week, and some of the episodes are also being seeded on the Independent's website ahead of the book's release on 11 June.
Hodder & Stoughton said it wanted a campaign that would be a “talking point in itself”.
Laurence Festal, the publisher's head of consumer marketing, said: “We wanted to harness the incredibly moving story that is One Day and create something that would immediately encourage the audience to find out more about this novel.”
Visitors to the site can subscripe to a daily newsletter, which provides launch updates and 'teasers' of online content.
TAMBA is also managing a Facebook fan page for the novel, inviting users to comment on the virals and discuss the book with fellow fans.