- Thursday, Aug. 26, 2010
The principals of award-winning digital creative agency Ralph (www.ralphandco.com) are very proud to announce the launch of their latest project, an online test for the sensational new Penguin thriller "I Am Number Four."
"I Am Number Four" is the first release in a trailblazing new sci-fi series, The Lorien Legacies, written by Pittacus Lore. Featuring an awesome pace, mind-blowing special effects, and a breathtaking high concept, "I Am Number Four" has captured the imaginations of publishers around the globe. Independent translation rights have been snapped up in a frenzy of auctions by scores of territories worldwide, and a blockbuster feature film is currently in production by DreamWorks in the hands of director DJ Caruso and producer Michael Bay, starring Alex Pettyfer and Glee's Dianna Agron, among many other all-star talents.
In an unprecedented move for Penguin Books UK, "I Am Number Four" is being published simultaneously in two editions – one for adults from the Michael Joseph imprint, and a second for young adult readers from Razorbill. Today, both editions became available throughout the UK.
With the book in stores now and the movie set to arrive in cinemas worldwide in early 2011, fans are now being invited to visit www.iamnumberfour.co.uk to find their own Lorien Legacy by playing "The Legacy Test," created by the innovative team from Ralph in London, in close cooperation with the Digital Marketing team from Penguin.
"We were so excited when Penguin acquired 'I Am Number Four' - everyone who has read the book just loves it and the whole office has been buzzing for months," commented Ashley Wilks, Head of Digital Marketing and Websites for Penguin. "We were looking for a marketing idea that would engage with readers across a broad spectrum of ages, as the book does, and it had to be something that our readers would want to interact with time and time again. The Legacy Test is all of this and keeps social media at its core, extending reader awareness within a site that can be built upon as the Lorien Legacies series grows. We're delighted."
Crafted under the creative direction of Ralph's co-founder Chris Hassell and the creative team of Gregor Stevenson and Chris Stack, "The Legacy Test" allows fans to identify their own personal Lorien Legacy, which may include special powers ranging from telekinesis to the ability to control fire or the weather, or others. After completing Speed and Reflex, Memory and Concentration and Dexterity assessments, each fan's Lorien Legacy is revealed and can easily by shared across the most popular social networks. Also, by using a webcam, fans can create a sharable video showcasing their own Lorien Legacy.
"We're very proud to be producing the website that will evolve as each new book in the Lorien Legacy comes out," Hassell began. "Interpreting a world that is entirely within a book, and therefore a reader's imagination, is always tricky. We focused on creating something that would promote book one, with a view to how it will evolve for future books in the series, and also integrate with the movie."
Continuing, Hassell explained, "Based upon some exclusive insights from the author about what's to come, we presented a number of concepts. Penguin chose 'The Legacy Test' due to its tight integration with the core story of the series. The whole interactive 'legacy' concept teases the content of the book in just the right way."
Ralph developed "The Legacy Test" content from scratch, using a fleet of Intel-powered Apple iMacs. A sophisticated software toolset that includes Adobe's Flash 10 was used for the game content, while the rest of the website was created using Coda on OSX in CSS 3 and HTML. The agency's project team also included project lead Nicola Campbell, along with artists Josh McCartney and Tobias Ighofose.
For more information on "I Am Number Four" and to play "The Legacy Test," please visit www.iamnumberfour.co.uk.
About Penguin Books
Penguin was established in 1935 and is one of the world's leading consumer publishing businesses. Penguin publishing comprises the following imprints: Allen Lane, Fig Tree, Hamish Hamilton, Michael Joseph, Penguin, Penguin Classics, Puffin, Viking, Ladybird, Sunbird, Frederick Warne and BBC Children's Books. Penguin has offices in 15 countries and is part of the international media company Pearson.
Lean, nimble, proven and oddly named, Ralph is a new breed of digital creative agency. Since launching in London in 2006, we've created some of the world's most innovative and engaging digital content. For example, our 2007 viral campaign for the first season of "Dexter" earned BIMA's Best Use of Viral Award, AdFreak's Freakiest Advertising Moment of 2007 Award, many complaints from the public and several police interviews. After landing a BAFTA Craft Award in 2009 for our creative contributions to E4's "Dead Set," we opened new studios in New York and Los Angeles. And in 2010, we were named among the 49 companies in Facebook's Preferred Developer Consultant Program... although to be quite honest, we're still just getting started. For more information, please visit www.ralphandco.com.