Title	THE DARK OFFER
Brand	DAIDALOS
Product/Service	BOOK RELEASE
Category	A06. Media & Publications
Entrant	NORD DDB Stockholm, SWEDEN
Idea Creation	NORD DDB Stockholm, SWEDEN
Production	NORD DDB Stockholm, SWEDEN
Additional Company	DAIDALOS Gothenburg, SWEDEN

Name	Company	Position
Olle Langseth	Nord DDB	Creative Director
Martin Lundgren	Nord DDB Stockholm AB	Copywriter
Tomas Granath	Nord DDB Stockholm AB	Art Director
Linda Bryttmar	Nord DDB Stockholm AB	Account Manager
Johan Olsson	Nord DDB Stockholm AB	Creative Technology Director
Sebastian Otarola	Nord DDB Stockholm AB	Creative Technology Director
Andreas Blombäck	Nord DDB Stockholm AB	Digital Designer
Christian Björnerhag	Nord DDB Stockholm AB	Photographer
Simon Strand	Simon Strand	PR

The Campaign

To launch the book The Dark Net by Jamie Bartlett, publisher Daidalos used the oldest trick in the publishing business: offering a free bonus product to everyone who bought the book. This time, however, there was no bathrobe or wine opener. The bonus instead consisted of randomly selected products that were automatically purchased from Darknet's marketplaces by an algorithm. Daidalos didn´t know what kind of products which were actually bought, and nor were the recipients. In this way, the campaign became a concrete and physical experience of what Darknet really is.

Campaign Success

The Dark Offer was only launched by a film on Daidalos´ Facebook page and was spread from there. The books with the special offer were sold on a campaign site, where the buyers had to sign and accept the terms by which they took the full responsibility for the unknown bonus products the were about to receive. The bonus products was then bought by an specially designed algorithm which payed in bitcoins from an account set up for the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

The 100 books with bonus products from Darknet were sold out in three hours, and in addition 500 books were sold from the specially created campaign page. Which was almost 200% above target. In addition, the campaign and the book were mentioned on a variety of blogs and in media.

Explain why the method of promotion was most relevant to the product or service

We used Darknet, the place on the internet only accessible through special browsers, as a part of the campaign. Bonus products from Darknet was delivered directly to the target group.

Many in the target group had a briefly knowledge about Darknet as a part of the internet where you buy drugs and other illegal stuff. But the main thesis in the book The Dark Net is however, that Darknet also is a place for creativity, free from surveillance and Big brothers eye. The strategy was therefore to not only tell about this, but to prove it in practice in a way that drew attention to the book.