PICADOR X WLLX

PICADOR X WLLX

John Cooper Clarke Wants to Be Yours

Publishing doesn’t stop in a pandemic, and Picador was determined to make a splash with the launch of one of 2020’s biggest autobiographies, John Cooper Clarke’s I Wanna Be Yours. WLLX threw out the rule book and created a COVID-19 secure virtual experience with a healthy dose of punk attitude.

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HIGHLIGHTS
  • Fully branded custom event microsite
  • Live-streamed conversation from iconic east London venue
  • COVID-19 secure set
  • Pre-recorded celebrity messages from Paul McCartney, Cillian Murphy and more
  • Live Twitter Q&A
  • One-on-one meet-and-greet with John
Thank you White Label LIVE. You’re so incredibly creative, collaborative and arguably most importantly, a lot of fun to work with. Thank you for helping us devise, create and manage our most ambitious virtual event yet.
Communications and Events Manager,
Pan Macmillan, 2020
THE CHALLENGE

How does a leading book publisher launch and promote a major release in a way that drives book sales… when in-person book launches are simply not an option?

THE BIG IDEA

No physical event? No problem. In fact, WLLX saw Picador’s first large-scale virtual book launch as an incredible opportunity to prove that online formats could not only match the atmosphere of an exciting book launch, but also amplify the effects of a traditional physical event by reaching even more consumers, in a truly unique and memorable way.

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THE NUTS AND BOLTS

A punked-up custom microsite

WLLX created a custom microsite to host the online event for eligible pre-order customers. To match the punk poet laureate’s inimitable vibe, WLLX’s design team came up with a microsite look and feel that mirrored the book sleeve and set the tone for the user experience that followed. A secure registration page and landing page with embedded stream player were enhanced by links to John’s Twitter account and Spotify podcasts, as well as links to the independent bookstores selling his book.

COVID-19 secure event production

For the event itself, WLLX directed a live stream from iconic east London club Vout-o-Reenee’s, where we established and operated a fully COVID-19 secure set for all production crew, talent and management. Lively conversation between John and his manager was broken up with pre-recorded messages from celebrities including Lauren Laverne, Cillian Murphy and Sir Paul McCartney. In addition to a live Twitter Q&A, competition winning customers were invited to a special one-on-one online conversation with John.

THE UPSHOT

OUTCOME

Over 700 John Cooper Clarke fans logged into the website to enjoy the event live with over 300 viewing on-demand post event.