THOMAS HARRIS - CARI MORA
Penguin Random House
We created a cinematic trailer and experiential treasure hunt to help launch ‘Cari Mora’ the highly-anticipated novel from ‘Silence of the Lambs’ author Thomas Harris.
The trailer alludes to the unsettling, uncomfortable and disturbing plot twists that focus on Cari Mora - a caretaker of a mansion in Miami once owned by the notorious Pablo Escobar, as she unwittingly sits on $25m, while a deranged Hannibal Lecter-esque lunatic tries to get the gold and the woman.
A special, one of a kind, gold bullion addition of ‘Cari Mora’ was hidden somewhere in the UK. We created an online treasure hunt, ending up in the real world.
We used Penguin’s organic social media feeds and their influencers to post the first clue and direct fans to find the fake listing on an international property website.
Once successful, they were taken to a specially built ‘flock to unlock’ microsite, where the first page of the book would be revealed, to uncover the next set of clues…
Many people got involved and even travelled across the country from as far afield as Huddersfield, Kent, the South Coast and London to find the secret location in Manchester.