Jody Michelle Solis, senior editor at StudentFilmmakers.com wrote Breakaway Media to let us know that the site linked to our press release on Breakaway Media’s campaign to build interest in author M.J. Hawk’s thriller The Shop.

Breakaway Media Author M.J. Hawk Builds Demand for New Thriller Novel with Social Media Strategy from Feature Film Campaign

Lttle surprise there, the viral campaign to build audience interest for the Paramount Pictures film, Paranormal Activity is nothing short of extraordinary for its innovation and creativity.

Breakaway Media and Hawk’s strategy revolves around the question, ““Who killed Brienne Cross?”

Read the release and find out more on how Breakaway Media and M.J. Hawk adapted the Paramount Pictures strategy to market a novel.

The Shop: the Story Behind the Story

Thanks, Karin, for letting me guest today, and to tell you about the marketing strategy for my book, THE SHOP.

I did everything I was supposed to do. I wrote the book of my life. I got a terrific, rocket-fueled agent. As with previous books, I trusted that would be enough, but realized early on that the publishing industry has changed, and not for the better. If I didn’t do something to add value to my book, it might never be published.

So my hubby and I came up with a plan. At the beginning of my thriller, THE SHOP, six people are killed in a house in Aspen, Colorado, including rising country and pop star Brienne Cross. The book itself does not explore the lives of Brienne Cross and the people with her—-not as much as I’d like. So I built a website around Brienne Cross and the final four contestants on her reality show, and captured their lives through features (Someday We Will Know the Truth), articles (Inside the “Soul Mate” Reality Show), blogs, and even blog comments.

An only child, I used to role-play with myself. One minute I was the swash-buckling sailor, the next, the beautiful maiden. It went like this: “Dost thou know how much I love thee?” “I do, sir.” Now, all these years later I am role-playing again, commenting on my own blog to build the aura of reality around Brienne Cross’s life and death. I’ve argued with myself, insulted myself, and agreed with myself. Some friends have pitched in, and we’ve had a whale of a good time.

I got help along the way. A friend told me about a “Demand It” button that musicians use to find out if people want them to come to their town. The movie “Paranormal Activity,” made for $11,884 dollars, was marketed this way. If enough people Demanded the film, it would show in their town. The “Demand It” button does ask you for a minimal amount of information, but they do not sell the info, and it’s just so The Demanders will be kept informed about the band or movie—or in this case, book.

So I put a “Demand It” button on my website. I’m hoping you will push it.

If I get a ton of demands, it translates into a readymade readership. Publishers love a sure thing.

Okay, end of sales pitch.

As happy as I am with the site “Who Killed Brienne Cross?” I believe I need to go one louder. This is a big project—-the first of its kind that I know of—-so it morphs as it goes along. I want it to be interactive. And I could use some help brainstorming.

One idea is to have a poll every week. Who Killed Brienne Cross? Or, did Brienne have plastic surgery? (Before and After photos.)

I’d like to sprinkle clues across the four sites (yes, there are four sites: www.briennecross.net, www.briennecross.com, www.celebritymurders.net, and the Mother Ship, www.whokilledbriennecross.com.) I don’t want to get too complicated. But I would like it to be fun, and there would be prizes. I’d like to make it part mystery and part scavenger hunt, with tiny icons marking the clues.

As you can see, this aspect of the project is still in its infancy.

I’d love it if you’d go to www.whokilledbriennecross.com, look around, maybe argue with me, and then Demand It.

And any ideas are greatly appreciated!

Thanks,

M.J. (Maggy)

On the morning of May 25, 2009, rising country-and-pop star Brienne Cross was found dead in a rented log house on Castle Creek Road in Aspen, Colorado. Killed along with her were the remaining contestants of her reality show, “Soul Mate.”

Later that day, author Nick Holloway, who was writing a series of essays about the inside workings of the show, was found alive and unhurt beneath Brienne’s Escalade in the garage under the house.  He had massive amounts of Rohypnol in his system, and authorities doubted he could have crawled under the Escalade.  Someone helped him escape.  Why?

Two men were arrested for the crime:  Donny Lee Odell, age 27, and Ray Arquette, 39. Both had a history of criminal behavior, and had been part of the same white supremacist terrorist cell in Hayden Lake, Idaho.  But even before they were arraigned, there were significant cracks in the case against them.  Leaving many to wonder:

Who killed Brienne Cross?

You can find the Story behind the Story here.

Press the Demand it! button on this site to be the first to find out Who Killed Brienne Cross and make sure the THE SHOP is published worldwide.