The campaign will showcase the first-ever interactive 3D holographic marketing experience in London this Christmas, the publisher said. Leveraging 8K Ultra-HD 3D technology, the "HyperGram" will bring 12-year-old Skalietska’s journey from Ukraine to Ireland to life, via a multi-sensory animation that will float in mid-air. Additionally, consumers will be able to hear Skalietska’s own words through narration by actor Keira Knightley, who has also voiced the audio edition of the book.
The “cinematic, immersive experience” is the result of a partnership between Disturbed Media Group, Ingage Media and Bloomsbury Publishing. The activation will launch on 1st December in the Atrium at Westfield London (White City) and also be viewable from 16th to 18th December, at London’s King’s Cross Station. This is the first time in history that a publisher has engaged with this technology, Bloomsbury said. The animation will also feature Bloomsbury’s charity partnership with UK for UNHCR, the UN Refugee Agency.
Introduced by Michael Morpurgo, You Don’t Know What War Is has been compared to Anne Frank’s diary for its "powerful insight" into what conflict is like through the eyes of a child. The book launched in the UK and Ireland in October with a marketing and PR campaign across all channels, including high-profile media, consumer advertising which drove donations for the charity partner, and a Bookshop.org campaign to support independent bookshops. Over the next 12 months, Skalietska’s story will be published in 19 countries worldwide, in 14 different languages.
Points for creativity. Sounds awesome. Timely about the war. Free publicity from the articles.
Will it sell books?