Rowohlt / DAEMON / Darknet

Integrated launch campaign


Concept, development and implementation of the launch campaign for “DAEMON”, the new cyber thriller from the successful writer Daniel Suarez. It was the intention to use all classic and new communication channels relevant to the potential readership. In order to offer a common information and communication platform to all interested people, a fitting microsite was to be developed – and in order to reach the network community, the integration of social networks was planned as well.


It was both the starting point and the goal to create a central theme which was derived directly from the book’s content – a universal frame that accompanies the campaign like a key visual. It was found by simply renaming a typical “Enter” key on a computer into “KILL”. The exact command which wakes the DAEMON from the dead and unleashes all evil. The entire visual look of the advertising materials reflects the world of murderous computer programmes in a perfect way – literally causing a “digital undertow”, pulling the viewers closer and closer under its magic spell. On the basis of this visual idea, an integrated on and offline campaign was worked out, which included both advertising materials and classic bookstores, as well as print and out door advertising, but also covered all advertising options of the internet. With sales folders at the POS, print ads in selected media, billboard posters, internet banners, a microsite as landing-page, a YouTube trailer and a Facebook fan page, all the requirements were fulfilled. At the core of the campaign, a microsite acted as a common platform for interested persons from the offline and online world. In the latter, a brief description of the book as well as some interesting facts about the author could be found. There was also the option to purchase the book, watch its trailer and take part in a winning contest. Anyone who felt like becoming a fan of the author or his new thriller could do so by visitng the fan page created for that purpose on facebook.


For “Darknet”, the 2nd part of the successful cyber thriller, the agency developed a new video trailer in 2011. It can be watched for example on



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