Creative Asylum Launches Innovative Digital and Social Media Campaign for Bestselling Author Michael Scott's 'The Sorceress'

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Hollywood-based integrated digital agency launches comprehensive integrated campaign for Random House’s third book in highly-acclaimed children’s book series.

Leading Integrated Digital Agency

This strategy of ‘pushing’ the experience directly to our audience instead of relying solely on traditional efforts to ‘pull’ them to the client’s website will insure maximum exposure for the promotion.

Emmy-award winning integrated agency Creative Asylum, a leading voice in creative marketing and advertising, announced the launch of an immersive online experience, Challenges of the Elder. The online campaign will also include an aggressive social media effort to celebrate the release of The Sorceress, which will be released on May 26th by publishing leader, Random House Children’s Books. The Sorceress will be the third book in the highly-acclaimed children’s book series, by best selling author Michael Scott, The Secrets of the Immortal Nicholas Flamel.

Developed to significantly increase brand awareness for the series with new and old fans alike, the innovative approach, entitled The Alchemyst Campaign, will mark the flagship launch of the newly re-branded Creative Asylum Social Media Marketing Group(CASM), headed by Vice President of Digital Solutions, Joey Caroni. The web experience just launched on April 22, 2009 and can be seen at Visitors to the site will be able to immerse themselves in the world of Nicholas Flamel through games that feature the author guiding them along their experience.

“The Alchemyst Campaign will showcase Creative Asylum’s ability to launch a highly creative online experience that is closely integrated with a credible Social Media effort to create a campaign that reaches its audience through multiple channels” says Caroni. “This strategy of ‘pushing’ the experience directly to our audience instead of relying solely on traditional efforts to ‘pull’ them to the client’s website will insure maximum exposure for the promotion.”    

The web experience is only part of the equation. In addition, CASM is spearheading a Social Media strategy that will directly engage and educate fans about the series and the promotion while subsequently driving traffic to the Challenges of the Elder Game experience.

Part of this strategy includes the creation of a trailer for the online experience that will be seeded out onto popular sites. The trailer will be used by CASM to also reach out to niche bloggers and online communities to further increase awareness and exposure for the brand, and can be viewed here:

“We’re thrilled to have a partner in RHCB that embraced the combination of traditional and non-traditional marketing tactics” says Caroni. “The level of collaboration on this project has been unprecedented and we look forward to bringing this amazing series to life online.”

About Michael Scott
Michael Scott, an authority on mythology and folklore, is one of Ireland’s most highly regarded and prolific authors, writing for both adults and young readers, with over one hundred titles to his credit. The Irish Times hailed Scott “the King of Fantasy in these isles.” His critically-acclaimed series, The Secrets of the Immortal Nicholas Flamel, has been licensed in 33 languages and has been optioned by New Line Productions for the feature film rights to the entire series. Both The Alchemyst and The Magician, are New York Times bestsellers, with the The Alchemyst remaining on the list for 14 weeks. The Alchemyst, the first book in the series, is a Book Sense Children’s Pick; an Amazon Best Book of 2007; and was selected for the Texas Lonestar Reading List 2008-2009. The Magician, has been named a Children’s Indie Next Pick and a 2008 IRA-CBC Children’s Choice. The third book in the series, The Sorceress, comes out May 26, 2009. Michael will embark on a 6-city national tour in the fall to promote the third book. Michael Scott lives in Dublin, Ireland.

About Random House Children’s Books
Random House Children’s Books is the world’s largest English-language children’s trade book publisher. Creating books for toddlers through young adult readers, in all formats from board books to activity books to picture books and novels, the imprints of Random House Children’s Books bring together award-winning authors and illustrators, world-famous franchise characters, and multimillion-copy series. The company’s award-winning website, kids@random ( offers an array of materials and activities free of charge for children, teens, parents, and educators. Random House Children’s Books is a division of Random House, Inc., whose parent company is Bertelsmann AG, a leading international media company.

About Creative Asylum
Creative Asylum is an Emmy-award winning, integrated digital agency that successfully develops and executes marketing campaigns for a variety of leading entertainment, hospitality and lifestyle clients. With its entertainment & brand pedigree, coupled with an approach rooted in storytelling, Creative Asylum communicates brand and product messaging for its clients in innovative, exciting ways that result in wide-ranging exposure. Creative Asylum’s clients include FOX, Warner Bros, Universal Pictures, Hilton Hotels, and EA Mobile, among many others. For more information, visit


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