Random Buzzers is Random House's platform to engage, inspire and empower its teen audience. The community-based program facilitates a unique and ongoing dialogue between the publisher, its authors and readers; while encouraging like-minded consumers to share their passions and creativity. Through this deep engagement with consumers Random House has created a powerful marketing asset that inspires authors, teachers, librarians, parents and students to talk about and recommend their products.
Members can ask questions directly to authors, receive advance copies of books, share and create content, write reviews, enter contests, answer quizzes, create book collections and connect with other passionate readers via social networking features. All engagement is tracked through a reputation system, allowing members to accrue "Buzz Bucks" which can be exchanged for Random House products over time.
The program's primary measurement metrics are engagement, brand affinity, word-of-mouth and purchase intent. Results in each of these categories continue to increase year over year as new benchmarks are established. As an "owned media" initiative, the platform's value to Random House also increases each year. Random House describes "Random Buzzers" to potential new authors when acquiring rights as part of their promotional machinery, providing a unique means of differentiation.
The program has evolved into a cross-functional effort with different departments and divisions collaborating and coordinating on the timing of new releases into the program. Several midlist titles promoted via the program have recorded sales well in excess of anticipated projections and positive consumer reaction to certain books have proven to be an early indicator of future sales.
2008 to present
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