Random House works with Hyperlaunch on digital drive for ‘The Gone-Away World’

On 5 June the hot literary debut novel The Gone-Away World by Nick Harkaway was published by Random House, one of the largest commercial book publishers in the UK. The publisher is supporting its launch with a digital push through creative digital marketing agency, Hyperlaunch - a member of Digital Marketing Group plc, the AIM-listed digital direct marketing company.

Part adventure, part comic odyssey, and part geek nirvana, The Gone-Away World is the history of a friendship stretched beyond its limits; a tale of love and loss; of ninjas, pirates, politics; of curious heroism in strange and dangerous places.

Hyperlaunch’s campaign, which aims to drive awareness and sales for ‘The Gone-Away World’, is based around an official website (www.goneawayworld.co.uk), supported by online PR and social network marketing.

The website brings to life the strange and wonderful world of the book, with extracts, a reading by Nick Harkaway and bonus content relating to the novel. The PR element of the campaign will see a series of vodcasts with the author reading extracts from the book running across national broadsheet sites throughout June, as well as an ‘inside the author’s mind’ film interview on national broadsheet sites in June, and a film shorts competition based around a brief film script from Harkaway on film websites in June. Hyperlaunch will also target book and sci-fi materials bloggers with copies of the book for review and a profile page for the book on MySpace.

A noticeboard on the website will contain links to the social networking pages, online PR placements and blog reviews, and the site will also include a Twitter feed from Harkaway.

Commenting on the campaign, Claire Round, Marketing Director at Random House said ‘The Gone-Away World is a book that defies categorisation, but that has the potential to appeal to a wide range of audiences. For that reason, online lies at the heart of our promotion as it provides the opportunity to target different groups of readers in a creative way, and to generate word of mouth about this brilliant book. We’re working with Hyperlaunch to build the buzz, to generate online publicity and to drive people through to the site to find out more about the book – and ultimately to encourage them to buy a copy.’

In May this year, Hyperlaunch worked with Random House on campaigns for its Tate to Tate graphic novel and the reissue of its PG Wodehouse collection. Other projects Hyperlaunch has worked on for Random House include a viral game to promote the Chuck Palahniuk novel, Rant (www.randomhouse.co.uk/rant) and a website and brand movie to support the launch of its Vintage Classics range (www.vintage-classics.info).
About Hyperlaunch

Back in 2001 Jon Morgan, James Humphrey and Mark Birch came together to co-found Hyperlaunch, a digital creative marketing agency with a difference.

The agency brings together leading-edge creative and innovative online marketing solutions to create great digital campaigns that help clients launch their products and services in the ever-morphing digital world.

Today, Hyperlaunch is a perfectly formed team of 40, with a raft of blue-chip clients on its books, including Channel 4, Warner Bros, Universal Music and Harper Collins.

In 2007 Hyperlaunch joined Digital Marketing Group plc and leads Noize, (www.noizedigital.com), the group’s digital PR division.


About Digital Marketing Group:

Hyperlaunch is a member of the Digital Marketing Group which specialises in digital marketing. Digital Marketing Group plans, creates and executes communications across digital channels using the principles and skills of direct and database marketing

For more information please visit: www.digitalmarketinggroup.co.uk.

For further information on Hyperlaunch, please contact:
Kirsty Langan, PR consultant to Hyperlaunch
E: Kirsty.langan@googlemail.com, M: 07779 583 594,

About The Random House Group

The Random House Group is one of the largest general book publishing companies in the UK. The Group is based in London with subsidiary companies in Australia, New Zealand, South Africa and India. The Group comprises six publishing companies with over 40 diverse and highly respected imprints and brand-name publishers including BBC Books, Jonathan Cape, William Heinemann, Chatto & Windus, Vintage, Corgi, Doubleday, Bantam Press and Virgin Books.

Published on: 12:00AM on 25th June 2008