Breaking Boundaries for Interactive Online Storytelling: DevilsGame
Michael Wolk’s DevilsGame wasn’t a book – it was an innovative cyber fiction experience that merged immersive storytelling with elements of online scavenger hunts and augmented reality gaming (ARGs). This bold new format challenged traditional publishing conventions, and our campaign had one clear goal: to creatively present this groundbreaking project in a way that inspired readers and influencers to engage with its unconventional format.
Creative Strategies for an Unconventional Format
Promoting a story unlike any other required a particularly unique approach. We collaborated closely with Michael’s team to first define DevilsGame’s genre and format, carefully crafting messaging to introduce “cyber fiction” to both traditional readers and tech-savvy audiences.
To generate buzz, we also designed an interactive unboxing experience for influencers, complete with creative swag that reflected the book’s cyber themes. We included a detailed guide to help fast-track participation with DevilsGame. The box was designed to generate curiosity and engagement, both for recipients and video viewers – and it worked.
Building Curiosity and Engagement
The campaign translated DevilsGame’s ambitious concept into tangible excitement. Media placements such as Authority Magazine and the
spotlighted Michael’s innovative storytelling. Influencers like Megan Noel Opava, Josee Reads and Book Reviews by Taylor shared unboxing videos, while glowing reviews from platforms like The Perfect Read (“This book was unlike anything I’ve ever read”) and Go Fetch a Book (“This was the coolest concept of a book that I’ve ever experienced!”) praised the immersive, multi-platform narrative. Once they engaged with DevilsGame, reviewers consistently praised the story’s originality (“DevilsGame isn’t like anything I’ve ever read before“) and propulsive narrative (“I’m telling you… you need to check it out.”).
A Blueprint for Future Storytelling
By embracing the unique nature of DevilsGame, we successfully communicated its unconventionality as its greatest strength. The combination of a creative press kit, targeted media outreach and influencer engagement helped readers take a leap of faith into this bold new format, proving that audiences are ready for innovation when it’s introduced with care and enthusiasm. By successfully bridging the gap between traditional publishing and immersive digital storytelling, we demonstrated that even the boldest ideas can find their audience.
