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Revelation of the War: Phantoms

Revelation of the War: Phantoms. Babiy Yar Book PR Campaign by Talan Group. Situation. The book Babiy Yar is a historic novel unveiling unknown dramatic facts about Nazi occupation of Kiev. Situation.

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Revelation of the War: Phantoms

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  1. Revelation of the War: Phantoms • Babiy Yar Book PR Campaign • by Talan Group

  2. Situation • The book Babiy Yar is a historic novel unveiling unknown dramatic facts about Nazi occupation of Kiev

  3. Situation • This sensational book was interesting for aged but something out-of-the-box for the young – the TA of the campaign

  4. Challenge Attract attention of selfish Kiev youth to a serious historical book

  5. Strategy • Recreate the same experiences among modern Kiev youth that their wartime peers had

  6. Execution in social networks • In popular social networks profiles of fake people were created. During the month they actively chatted, made friends and behaved quite commonly

  7. Execution in social networks • On September 29 – the (the anniversary day of a massacre) all fictional mates were “killed” • Mourning stripes appeared on their avatars • All the mate’s friends received a message that today their friend was shot in Babiy Yar

  8. Execution in social networks • The message contained a link to the book’s website

  9. Results EVERY (100%) recipient responded to the message of his “executed” social-network friend 98% of recipients visited the book’s website Wide response in blogosphere (203 posts in 54 blogs) The campaign generated high buzz among the TA, which allowed the book to get to TOP-10 bestsellers list

  10. Other elements of the campaign Imitation of original posters announcing the “match of death” Stickers on mirrors, telling that during the war every 2nd Kyiv citizen died Leaflets with original Nazi agitation texts Press-conference with opinion leaders

  11. Thank you for your attention

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