Penguin Books
The Echo Project

Campaign Microsite

A crowdsourced companion to a novel.

To promote Khaled Hosseini’s latest novel, ‘And the Mountains Echoed’ Penguin Canada needed a unique marketing vehicle that would help the book graduate from bestseller to blockbuster.

We created The Echo Project, a digital companion to the book that let users explore page after page of unique and varied digital interpretations, each inspired by the corresponding page in the book. Many pages were left blank, and users were invited to submit their own material to add to the collective experience. The project ensured top book seller status while gaining international media attention.

Case Study