The Life of a Book: Part 2 of an interview with the Digital Marketing team behind Gemina
We’re going deep inside the making of a book, with interviews from Penguin Random House employees in editorial, marketing, sales, and more. If you’ve ever wondered about all the behind-the-scenes work that goes into making your favorite books, this is the series for you. Take a look at the first post in this series here.
This is part 2 of our round-table discussion with the digital marketing team. For part 1, click here.
Describe Gemina in one sentence.
Kate: “Fast-paced page-turner”
Cayla: “I don’t know what’s faster – whether it’s your heart racing when you’re reading it, or how fast you’re turning the pages”
Stephanie, what was the best part of making the website?
Stephanie: One of the interesting parts about this website project is that we weren’t coming to it with a clean slate; a website already existed for the first book in the series, Illuminae. Therefore, when planning the website for Gemina, we really had to look at the Illuminae Files website and see how we could update it to work for both books. We did a full redesign to incorporate the new blue elements from the Gemina book cover, and we developed a plan for exclusive content we can bring to the website. You really want to make sure that a website is an ongoing part of a campaign to ensure that users have a reason to come back to your site, and we’re really excited about all the great content we have planned for this site.
Cayla: Yeah, the website is something you’re going to want to keep your eye on. A really cool sweeps we had a couple months ago let people enter for a chance to have their name on the casualty list in Gemina, and the excitement around that was really cool.
Did anything surprise you about this project? Was anything hard or especially fun?
Cayla: I’ve never been a big sci-fi reader, but once I got going and realized it wasn’t anything I thought it would be, I started to have so much fun. I guess that’s also a hope for me: I want people to discover The Illuminae Files and Gemina and realize, “Oh, I’m enjoying this book and surprising myself”. It’s because of the style. That was an intial challenge that turned into something I truly loved.
Stephanie: I can’t really say what the most fun part is going to be yet – because it’s going to be website updates that I can’t talk about yet!
Kate: I was excited to make the site better and to become more strategic about how we were driving people there. That’s a big thing for digital marketing: we create a lot of beautiful things but if no one sees them, what’s the point? We wanted to make sure we were getting people to see all the content we make. It’s also always a pleasure when you work with authors that are willing to do anything and eager to participate. That makes the job a lot easier… not just a good book!
Any last words?
Cayla: Well, every morning when I get my desk, I open a tool that aggregates the images people tag with #Gemina or #IluminaeFiles, and I push the new content to our website. The amount that comes in each day is so inspiring – it’s not just a US fan base, it’s international, and it’s real a thrill to see it. It’s a really great way to start the day, and it reminds me how passionate people are about this book.
Read more about Gemina and Illuminae below, and be sure to check back soon for more behind-the-scenes interviews!
Follow along: #Gemina, #Illuminae, #IluminaeFiles
Visit the website here: illuminaefiles.com