In Russia, Dan Brown’s books were released in a different order to that in his native country. After the release of the super successful book 'The Da Vinci Code', two of Dan Brown’s earlier books were published. Counting on the great success of the writer, these two books were not backed by promotional support and that is why their sales did not reach expected levels.

We had to promote the new book of a famous author and once again raise his popularity for the Russian reader.

Firstly we launched viral video in Internet to show society current problems and called people to open their eyes to modern destruction as well as to feel personally responsible for the future of the whole of humankind, or else everything would turn into hell.

Simultaneous we launched website of the agency 'Inferno Tours' where we showed most hellish places of Moscow. But without help and involvement of the socially active people we could not describe the full story of the horror and destruction taking place in the capital. That’s why we set up a competition in Instagram, where competitors had to upload a photo depicting the current problems in our city using the hashtag #i’minhell. The winners were invited on special hellish tour. Also those who worked in the media were also invited to take part in the tour by the special personal invitation 'Blood of sinners'.

Because of the original approach to an advertising campaign, the book «Inferno» became the buzz word. It has been in the top sales lists of the major book stores for several months. Inferno sold 10 000 copies in the first two weeks and 200 000 copies in three months. The fourth edition of the book was made.

After main event, there was a review of the book on every channel, an advertising campaign was launched, and information about the book became available in social networks. All campaign was covered by active post PR in all media.