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Macmillan Surprised at Viral Campaign Success

Publishing News reports that Macmillan has achieved what has to be one of the most far-reaching viral campaigns for a book, with a film clip to promote Richard Wiseman‘s book QUIRKOLOGY. Footage of the psychologist conducting a trick observational experiment has now been seen by over 800,000 people on YouTube over the last few weeks. The clip is one strand of a campaign that has taken in national television and newspaper coverage and reached Waterstone’s Piccadilly this week with a three-day psychological experiment taking place in a specially created installation.

How much of Macmillan’s marketing activity translates into sales remains to be seen, but Quirkology’s website has received more than 56,000 unique users according to Macmillan, while the paperback edition will be tied in with a 20-part television series scheduled for BBC2 in September. The hardback was published earlier this month.

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