CaseStudiesOnline.com

Random House Lures Teen Readers Through Random Buzzers

Comments Off

Random House launched a website Random Buzzers (http://www.randombuzzers.com) in their initiative to promote a teen-focused book community/social platform that encouraged teens with an interest in writing to interact with their peers in the co-creation of writing projects, engage with Random House authors in weekly discussions, have their reviews featured throughout the official Random House site, and read books exclusively before they hit shelves. The teenage readers were empowered with tools, information, and incentives to facilitate Word of Mouth endorsements. The results were exceedingly positive in the terms that the program received a participation of more than 36,820 teen readers with an average age of 18.5 years. Apart from this, over 17, 500 photos, 5,600 comments and 1,100 book reviews were posted. Case study