The Echo Project

The Echo Project

A crowdsourced digital companion to a novel

by Penguin Books

See the full experience

The Story

When Penguin Books Canada released Khaled Hosseini's latest novel, "And the Mountains Echoed," it created a digital companion called The Echo Project to capitalize on the author's strong following. With the help of DARE Toronto, the campaign digitally interprets the book page by page, so the site contains 402 pages of videos and pictures with varying levels of interactivity.

  • The Echo Project
  • The Echo Project

To build this digital companion, we created a custom player. Using Google Maps, we built a live weather tool and plotted walking distances between cities to provide a more immersive experience for fans. Some pages were left blank, and users were invited to submit their interpretations of those pages directly on the site. Readers can explore, contribute and then share their findings through Facebook and Twitter.

The Technology

Geo APIs
  • Twitter
  • Facebook

The Results

Launch date: August 1, 2013

The Echo Project contains 50 fan-created pages. It helped forge new relationships between Penguin and Indigo Books (Canada’s largest book retailer) and was promoted by Penguin offices around the world. It received national coverage in the Canadian Press, National Post, the CBC, Fast Company, PSFK and Creativity and Creative Review, becoming the most successful book launch in Penguin Canada’s history.


Best-selling book


Fan-created pages


Minutes average users spent on the site

The Team

DARE Toronto
  • Paul Little, Executuve Creative Director
  • Chris Obergfell, Assiciate Cretive Director
  • Tal Wagman, Copywriter

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